PERAN BRAND AWARENESS MEMEDIASI PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION - Putra, I Gede Sandi Upa Dharma; Widagda K, I. Gst. Ngurah Jaya Agung (E-Jurnal Manajemen; Vol 12 No 12 (2023)DO - 10.24843/EJMUNUD.2023.v12.i12.p03, 2024)
Penelitian ini bertujuan untuk menjelaskan peran brand awareness dalam memediasi pengaruh brand ambassador dan social media marketing terhadap purchase decision . Penelitian ini dilakukan di Kota Denpasar dengan ukuran sampel yang diambil sebanyak 120 responden dengan alat bantu kuesioner. Sampel ditentukan menggunakan metode non-probability sampling dengan teknik purposive sampling . Teknik analisis data yang digunakan adalah analisis jalur (path analysis), uji sobel, dan uji VAF. Hasil penelitian menunjukkan bahwa brand ambassador dan social media marketing berpengaruh positif dan signifikan terhadap purchase decision , brand ambassador dan social media marketing berpengaruh positif dan signifikan terhadap brand awareness, brand awareness berpengaruh positif dan signifikan terhadap purchase decision , dan brand awareness berpengaruh secara parsial dalam memediasi pengaruh brand ambassador dan social media marketing terhadap purchase decision . Implikasi penelitian ini adalah MS Glow mampu untuk mempertahankan dan memperhatikan strategi yang dilakukan untuk membuat brand ambassador, social media marketing dan brand awareness produk MS Glow semakin baik guna meningkatkan purchase decision terhadap produk MS Glow. Dalam upaya meningkatkan purchase decision pelanggan, MS Glow diharapkan mampu mengoptimalkan brand ambassador dan social media marketing kepada pelanggan. Pengoptimalan strategi pemasaran yang lebih baik kepada pelanggan perlu dipertimbangkan guna menciptakan brand awareness pada diri pelanggan sehingga keinginan untuk melakukan purchase decision dapat terjadi.   This study aims to explain the role of brand awareness in mediating the influence of brand ambassadors and social media marketing on purchase decisions. This research was conducted in Denpasar City with a sample size taken as many as 120 respondents using a questionnaire. The sample was determined using a non-probability sampling model with purposive sampling technique. The data analysis technique used is path analysis, sobel test, and VAF test. The results showed that brand ambassadors and social media marketing have a positive and significant effect on purchase decisions, brand ambassadors and social media marketing have a positive and significant effect on brand awareness, brand awareness has a positive and significant effect on purchase decisions, and brand awareness has a partial effect in mediating the influence of brand ambassadors and social media marketing on purchase decisions. The implication of this research is that MS Glow is able to maintain and pay attention to the strategies carried out to make brand ambassadors, social media marketing and brand awareness of MS Glow products better in order to increase purchase decisions for MS Glow products. In an effort to increase customer purchase decisions, MS Glow is expected to be able to optimize brand ambassadors and social media marketing to customers. Better optimization of marketing strategies to customers needs to be considered in order to create brand awareness in customers so that the desire to make a purchase decision can occur.