PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION - Karlita Aprilianti, Anak Agung Istri; Rastini, Ni Made; Rahanatha, Gede Bayu (E-Jurnal Manajemen, 2023)
Tujuan penelitian ini untuk menguji peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention pada produk Sensatia Botanicals. Penelitian ini dilakukan Botanicals di Kota Denpasar. Data penelitian dikumpulkan menggunakan kuesioner online dengan jumlah sampel sebanyak 100 responden. Metode penentuan sampel menggunakan metode non-probability sampling yaitu purposive sampling. Penelitian ini menggunakan teknik path analysis (analisis jalur), uji sobel, dan uji VAF. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention; social media marketing berpengaruh positif dan signifikan terhadap brand awareness; brand awareness berpengaruh positif dan signifikan terhadap purchase intention; dan brand awareness memediasi pengaruh social media marketing terhadap purchase intention. Perusahaan Sensatia Botanicals sebaiknya memperbanyak konten interaktif di media sosial, membuat kampanye yang menarik, serta semakin fokus untuk memperkenalkan kelebihan produknya dibandingkan pesaing.   The purpose of this study is to examine the role of brand awareness in mediating the influence of social media marketing on purchase intention on Sensatia Botanicals products. This research was conducted in Denpasar City. Research data was collected using an online questionnaire with a total sample of 100 respondents. A non-probability sampling method, purposive sampling, is used to determine the samples. This study used path analysis, sobel test, and VAF test. The results of the study show that social media marketing has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on brand awareness; brand awareness has a positive and significant effect on purchase intention; and brand awareness mediates the influence of social media marketing on purchase intention. Sensatia Botanicals should increase interactive content on social media, create attractive campaigns, and focus more on introducing the advantages of its products compared to competitors.