PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PRODUK KOSMETIK SCARLETT WHITENING (STUDI PADA MASYARAKAT DI KOTA DENPASAR)
| Main Authors: | Primawardani, Ni Made Eny, Rahanatha, Gede Bayu |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/98955 https://ojs.unud.ac.id/index.php/eeb/article/view/98955/52138 |
Daftar Isi:
- Purchase intention is a stage for potential consumers to act before making a purchase decision. This study aims to examine the role of mediating brand awareness in the influence of social media marketing on the purchase intention of Scarlett Whitening cosmetic products among people in Denpasar City. The population in this study is the people in the city of Denpasar who have never purchased Scarlett Whitening products. The sample was determined using a purposive sampling by distributing questionnaires to 110 respondents. The analysis technique used is descriptive statistical analysis, 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. Brand awareness can mediate the effect of social media marketing on purchase intention. The results of this study have an impact on marketing strategies, especially for Scarlett Whitening's management to pay more attention to social media marketing and brand awareness in order to increase purchase intention.
- Purchase intention merupakan tahapan calon konsumen bertindak sebelum melakukan keputusan pembelian. Tujuan penelitian untuk menguji peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention produk kosmetik Scarlett Whitening pada masyarakat di Kota Denpasar. Populasi penelitian ini adalah masyarakat di kota Denpasar yang belum pernah melakukan pembelian produk Scarlett Whitening dan jumlahnya infinite. Penentuan sampel dengan purposive sampling melalui penyebaran kuesioner kepada 110 responden. Teknik analisis yang digunakan adalah analisis statistik deskriptif, path analysis, uji sobel dan uji VAF. Hasil penelitian menunjukkan 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. Brand awareness mampu memediasi secara parsial serta meningkatkan pengaruh total pengaruh social media marketing terhadap purchase intention. Penelitian ini memberikan implikasi terhadap strategi pemasaran Scarlett Whitening untuk memperhatikan social media marketing dan brand awareness agar dapat meningkatkan purchase intention.