Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

Abstract

This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain appropriate and reliable knowledge about the relationship between the influence of promotion through social media Instagram, awareness brand, brand equity, brand loyalty, purchasing decisions. This research was conducted in Indonesia with a total sample of 310 respondents. Data was analyzed using SEM techniques (Structural Equation Modeling), with the aim of testing the theory. SEM approach using smart PLS 3.0 software. This smart PLS 3.0 software uses the PLS ( The partial least squares) approach. The results of the calculation path coefficient show that the variables that have the most influence on purchasing decisions are promotions through Instagram social media. While the variable having the lowest influence on purchasing decisions is brand awareness. Brand awareness variables have an influence on purchasing decisions of 0.026. It can be concluded that if a person in making purchasing decisions, not necessarily because of brand awareness (brand awareness) he has. Conversely, while someone who has a brand awareness (brand awareness) not necessarily making purchasing decisions.