PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p07Keywords:
brand awareness; repurchase intention; social media marketingAbstract
Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap repurchase intention dengan brand awareness sebagai variabel mediasi pada konsumen Laca Cakes di Kota Denpasar. Social media marketing dipahami sebagai strategi pemasaran digital yang memanfaatkan platform media sosial melalui aspek entertainment, interaction, trendiness, customization, dan word of mouth untuk membangun hubungan dengan konsumen. Landasan teori yang digunakan adalah teori perilaku konsumen dan komunikasi pemasaran terpadu, yang menyatakan bahwa aktivitas pemasaran yang efektif dapat meningkatkan kesadaran merek dan mendorong keputusan pembelian ulang. Metode penelitian menggunakan pendekatan kuantitatif asosiatif kausal dengan teknik purposive sampling terhadap konsumen yang pernah membeli dan aktif menggunakan media sosial. Pengumpulan data dilakukan melalui kuesioner berskala Likert, kemudian dianalisis menggunakan analisis jalur (path analysis) untuk menguji pengaruh langsung dan tidak langsung antar variabel. Pengujian mediasi dilakukan untuk melihat peran brand awareness dalam memperkuat hubungan tersebut. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness dan repurchase intention. Selain itu, brand awareness juga berpengaruh positif dan signifikan terhadap repurchase intention serta berperan sebagai mediasi parsial dalam hubungan keduanya. Temuan ini menegaskan pentingnya optimalisasi pemasaran media sosial dalam meningkatkan kesadaran merek dan mendorong pembelian ulang konsumen.
This study aims to analyze the effect of social media marketing on repurchase intention with brand awareness as a mediating variable among Laca Cakes consumers in Denpasar. Social media marketing is defined as a digital marketing strategy that utilizes social media platforms through aspects such as entertainment, interaction, trendiness, customization, and word of mouth to build relationships with consumers. This study employs a quantitative causal associative approach with purposive sampling techniques targeting consumers who have previously made purchases and are active social media users. Data were collected through a Likert-scale questionnaire and analyzed using path analysis to examine both direct and indirect relationships among variables. Mediation testing was conducted to determine the role of brand awareness in strengthening the relationship. The results indicate that social media marketing has a positive and significant effect on both brand awareness and repurchase intention. Furthermore, brand awareness also has a positive and significant effect on repurchase intention and acts as a partial mediator in the relationship.
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