Abstract
This study aims to determine the effect of the impact of social media marketing on purchasing decisions with the mediating variable of brand awareness. This type of research is explanatory research which explains the causal relationship between variables through hypothesis testing. This study used a sample of 105 respondents with the Nonprobabilty sampling method and quota sampling technique. Data analysis in this study is Partial Least Square (PLS) technique. The test results can be concluded that social media marketing has a significant direct influence on brand awareness. Brand awareness has a significant direct influence on purchasing decisions. On the other hand, social media marketing does not have a significant direct influence on purchasing decisions. Brand awareness mediates social media marketing on purchasing decisions.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of Social Transformation and Regional Development
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.