The Impact of Social Media Marketing and Brand Awareness on Purchase Intention
Keywords:
Purchase Intention, Social Media Marketing, Brand AwarenessAbstract
This study aims to analyze the mediating role of brand awareness in the influence of social media marketing on purchase intention. The research was conducted in Denpasar with a sample of 100 respondents selected using non-probability sampling. Data were analyzed using classical assumption tests, path analysis, and the Sobel test. The results show that social media marketing has a positive and significant effect on both brand awareness and purchase intention. Furthermore, brand awareness has a positive and significant effect on purchase intention and partially mediates the relationship between social media marketing and purchase intention. These findings indicate that stronger brand awareness of Semaya One Fast Boat enhances consumers’ purchase intention for its sea transportation services.
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