PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION PADA PRODUK JARIMANIS PATISSERIE
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i11.p01Keywords:
brand awareness; purchase intention; social media marketingAbstract
Pemasaran yang dilakukan melalui media sosial mampu menciptakan interaksi langsung antara perusahaan dengan konsumen, sehingga konsumen lebih tertarik untuk mempertimbangkan produk atau jasa yang ditawarkan. Tujuan penelitian ini adalah untuk mengetahui sejauh mana pengaruh social media marketing terhadap brand awareness dan purchase intention pada produk Jarimanis Patisserie. Dengan menggunakan metode kuantitatif dan teknik pengambilan sampel yaitu non-probability sampling, penelitian ini melibatkan responden sebanyak 100 orang. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan menerapkan teknik statistik Partial Least Square (PLS), dimana perhitungannya dibantu dengan perangkat lunak SmartPLS versi 4. Hasil analisis menunjukkan bahwa secara parsial, social media marketing memberikan pengaruh yang signifikan terhadap brand awareness. Demikian pula, ditemukan bahwa social media marketing berpengaruh signifikan terhadap purchase intention. Selain itu, brand awareness juga terbukti berpengaruh signifikan terhadap purchase intention, yang mendukung. Penelitian ini juga mengindikasikan adanya peran brand awareness sebagai variabel intervening dalam hubungan antara social media marketing dan purchase intention. Temuan dalam penelitian ini, diharapkan dapat dimanfaatkan Jarimanis Patisserie untuk mempertahankan dan meningkatkan kesadaran merek di kalangan konsumen melalui strategi pemasaran yang kreatif dan konsisten, terutama melalui media sosial, agar dapat meningkatkan niat beli produk mereka.
Marketing through social media enables direct interaction between companies and consumers, making consumers more inclined to consider the offered products or services. This study aims to determine the extent to which social media marketing influences brand awareness and purchase intention for Jarimanis Patisserie products. Using a quantitative method and a non-probability sampling technique, the study involved 100 respondents. Data were analyzed using the Structural Equation Modeling (SEM) method with the Partial Least Squares (PLS) technique, assisted by SmartPLS version 4 software. The results show that social media marketing significantly influences brand awareness. Likewise, social media marketing significantly affects purchase intention. In addition, brand awareness also influences purchase intention, providing supporting evidence. This study further indicates the role of brand awareness as a mediating variable between social media marketing and purchase intention. These findings are expected to help Jarimanis Patisserie maintain and enhance brand awareness through creative and consistent social media strategies to increase purchase intention.
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