PERAN BRAND AWARENESS MEMEDIASI DAYA TARIK IKLAN MEDIA SOSIAL TERHADAP NIAT BELI

Abstrak

The rapid advancement of technology has caused changes in societal behavior, one of which is the shift from offline to online behavior. Candy Project utilizes digital services through an application that responds to this change in societal behavior. Candy Project needs to implement the appropriate strategies to make consumers interested and develop a purchase intention towards Candy Project. This research aims to explain the influence of sales promotion on Brand Awareness and Purchase Intention. The research was conducted in Denpasar City with a sample size of 140 respondents using a questionnaire as a tool. The research employed a non-probability sampling method and utilized path analysis conducted using SPSS for Windows. The findings revealed the acceptance of all hypotheses. The attractiveness of social media exhibited a positive and significant influence on purchase intention, while the attractiveness of social media advertising had a positive and significant impact on brand awareness. Furthermore, brand awareness demonstrated a positive and significant effect on purchase intention, acting as a mediator between the attractiveness of social media advertising and purchase intention.