Abstract
In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions
 Keywords: social media marketing, brand awareness, purchasing decisions
Highlights
In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy
Tabel t10.. tmenunjukkan tpersepsi tresponden tmengenai tvariabel tsocial tmedia marketing tdengan trata-rata ttertinggi tpada tpernyataan t“Starbucks tCoffee menggunakan tsocial tmedia tsebagai twadah tpenyampaian tkritik tdan tsaran tbagi konsumen”, tdiperoleh tnilai trata-rata tsebesar t4,11 tyang tmasuk tkriteria tbaik, tini berarti tsecara tumum tStarbucks tCoffee ttelah tmampu tmenggunakan tsocial tmedia marketing tsebagai tsarana tpenyampaian tkritik tdan tsaran
International Journal of Engineering and Management Research, 7(5), 262–272
Summary
Berdasarkan teori dan uraian tersebut, maka dapat disimpulkan hipotesis sebagai berikut: H1: Social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan teori dan uraian tersebut, maka dapat disimpulkan hipotesis sebagai berikut: H2: Social media marketing berpengaruh positif dan signifikan terhadap brand awareness. TBerdasarkan tteori tdan uraian tersebut, maka dapat disimpulkan hipotesis sebagai berikut: H4: Brand awareness memediasi secara positif dan signifikan pengaruh social media marketing terhadap keputusan pembelian. Objek penelitian ini yaitu social media marketing, brand awareness, dan keputusan pembelian pada konsumen yang sudah pernah membeli produk Starbucks Coffee. Data kualitatif pada penelitian ini adalah pendapat responden terhadap pernyataan yang meliputi social media marketing, brand awareness, dan keputusan pembelian. Tmenunjukkan tbahwa tseluruh tinstrumen penelitian tyang tdigunakan tuntuk tmengukur tvariabel tSocial tMedia tMarketing, Brand tAwareness, tdan tKeputusan tPembelian tmemiliki tnilai tkoefisien tkorelasi dengan tskor ttotal tseluruh titem tpernyataan tlebih tbesar tdari t0,3.
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