Cahyani, Nani and Pratomo, Anton Widio and Jaya, Pinto and Fadillah, Adil (2024) The Impact of Social Media Influence Marketing on Enhancing Brand Awareness and Purchase Intention. International Journal of Progressive Sciences and Technologies, 45 (2). pp. 366-382. ISSN 2509-0119
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Abstract
This research aims to: (1) To analyze the influence of social media marketing to increase brand awareness of TRUE to SKIN. (2) To analyze the influence of social media marketing strategies on TRUE to SKIN consumer buying interest. (3) To analyze the influence of brand awareness on TRUE to SKIN consumer buying interest. (4) To determine the influence of the role of social media marketing in mediating the influence of brand awareness on purchasing interest. The total sample was 170 respondents using the formula Hair et al. The data used is primary data originating from questionnaire answers. Obtaining questionnaire data from 170 respondents. Data processing uses the Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structure (AMOS) with the Structural Equation Modeling (SEM) analysis method. The research results are as follows: (1) social media marketing has a positive and significant effect on brand awareness. (2) brand awareness has a positive and significant effect on purchasing interest. (3) social media marketing has no or no significant effect on buying interest. (4) The role of social media marketing has a significant influence in mediating brand awareness on purchasing interest. Keywords—social media marketing; brand awareness; buying interest
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Admin Repository |
| Date Deposited: | 09 Aug 2024 13:36 |
| Last Modified: | 09 Aug 2024 13:36 |
| URI: | http://repository.ibik.ac.id/id/eprint/1812 |
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