PENGARUH AKTIVITAS SOSIAL MEDIA MARKETING TERHADAP NIAT BELI: PERAN MEDIASI KESADARAN MEREK DI KALANGAN KONSUMEN INDONESIA

Abstract

Purpose - This study aims to analyze the influence of social media marketing activities—entertainment, personalization, and trendiness—on purchase intention, with brand awareness as a mediating variable, in the context of the Indonesian market.

Design/Methodology/Approach - This quantitative research employs a survey approach with a sample of 471 respondents in Indonesia who are active on social media and have made online purchases. Data were collected through an online questionnaire using a 1–6 Likert scale and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) via LISREL 10.2 software.

Findings - The results indicate that entertainment has a significant positive effect on purchase intention, while personalization and trendiness have no direct effect. All three dimensions of social media marketing activities (entertainment, personalization, trendiness) positively influence brand awareness. Brand awareness significantly mediates the effect of trendiness on purchase intention, but not for entertainment and personalization.

Practical Implications - The findings provide guidance for marketers to place greater emphasis on entertaining and trendy content in social media strategies to enhance brand awareness and purchase intention. Personalization needs to be redesigned to be more relevant to the needs of Indonesian consumers.

Originality/Value - This study enriches the literature by examining the mediation of brand awareness in the Indonesian context, as well as employing the CB-SEM approach, which is still rarely applied in similar studies in this region.