PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i5.p04Keywords:
brand awareness; social media marketing; purchase intentionAbstract
Perkembangan ekspor kopi Indonesia yang mencapai 283,3 juta dolar AS mencerminkan potensi besar industri kopi nasional. Hal ini sejalan dengan pertumbuhan industri kopi di Provinsi Bali, yang tercermin dari peningkatan produksi kopi Arabika dari 3.644 ton pada tahun 2023 menjadi 3.786 ton pada tahun 2024 (BPS, 2024). Kenaikan ini turut mendorong menjamurnya kedai kopi lokal di berbagai daerah, termasuk Kota Denpasar. Salah satu kedai tersebut adalah “Tukang Kopi” yang menghadapi tantangan dalam mengoptimalkan strategi pemasarannya di tengah persaingan yang ketat. Penelitian ini bertujuan untuk menguji peran brand awareness dalam memediasi pengaruh social media marketing terhadap purchase intention pada konsumen Tukang Kopi di Kota Denpasar. Metode yang digunakan adalah pendekatan kuantitatif dengan 100 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner online dan offline, kemudian dianalisis menggunakan path analysis melalui SPSS 25.0. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Social media marketing berpengaruh positif dan signifikan terhadap purchase intention, serta terhadap brand awareness, yang selanjutnya juga berpengaruh terhadap purchase intention. Brand awareness juga terbukti memediasi secara parsial hubungan antara social media marketing dan purchase intention. Temuan ini memberikan implikasi strategis bagi manajemen Tukang Kopi untuk mengoptimalkan social media dalam membangun brand awareness guna meningkatkan niat beli konsumen.
The export value of Indonesian coffee reached USD 283.3 million, marking a 20 percent increase from the previous period (Ministry of Trade, 2024). This growth is also reflected regionally, particularly in Bali. According to the Central Bureau of Statistics, coffee production in Bali increased from 3,644 tons in 2023 to 3,786 tons in 2024. This upward trend has driven the proliferation of local coffee shops, including “Tukang Kopi” in Denpasar City, which faces challenges in optimizing marketing strategies amid rising competition. This study aims to examine the mediating role of brand awareness in the relationship between social media marketing and purchase intention among Tukang Kopi consumers. A quantitative approach was employed using a sample of 100 respondents selected through purposive sampling. Data were collected through online and offline questionnaires and analyzed using path analysis with SPSS 25.0. The findings reveal that all hypotheses are supported. Social media marketing has a positive and significant effect on both purchase intention and brand awareness. Brand awareness also significantly influences purchase intention and partially mediates the relationship between social media marketing and purchase intention. These results imply that strengthening social media marketing strategies can effectively build brand awareness and, consequently, increase consumers’ purchase intention.
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