Peran Mediasi Kesadaran Merek Terhadap Pengaruh Pemasaran Media Sosial Terhadap Keputusan Pembelian di Kopi Kenangan di Pekanbaru
DOI:
https://doi.org/10.37385/611d8109Keywords:
Social Media Marketing, Brand Awareness, Purchase Decision, NCA, Kopi Kenangan.Abstract
This study analyzes the effect of social media marketing on purchase decisions with brand awareness as a mediating variable among Kopi Kenangan consumers in Pekanbaru. Using a quantitative approach with 100 respondents selected through purposive sampling, data were analyzed using validity and reliability tests, path analysis, and Necessary Condition Analysis (NCA). The results indicate that social media marketing has a positive and significant effect on both brand awareness and purchase decisions, brand awareness is proven to mediate the relationship between the two, and both variables are necessary conditions for increasing purchase decisions.
References
Aaker, D.A. (1997). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New York, NY.
Ardiansyah, F. and Sarwoko, E. (2020). "How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness". JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, Fakultas Ekonomi dan Bisnis Universitas Islam Malang, Vol. 17 No. 2, p. 156. doi: 10.31106/jema.v17i2.6916.
Ayu, G., Antari, N., Bayu, G., Parwita, S., Putu, N. and Anggraini, N. (2025). "Analysis of the influence of social media marketing in increasing brand awareness and customer engagement on purchasing decisions in the coffee shop industry in Denpasar". Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), Vol. 8.
Cook, R.D. (1977). "Detection of influential observation in linear regression". Technometrics, Vol. 19 No. 1, pp. 15–18. doi: 10.1080/00401706.1977.10489493.
Daengs, A.G., Pramono, B., Istanti, E. and Bramastyo, R.K. (2023). "Impact of social media marketing and brand awareness on purchase intention in coffee shop culinary in Surabaya". International Journal of Entrepreneurship and Business Development, Vol. 6. doi: 10.29138/ijebd.v6i1.
Fajri, I., Rizkyanfi, M.W. and Ismaya, R. (2021). "The effect of social media marketing on purchase decisions with brand awareness as an intervening variable in Praketa Coffee Shop Purwokerto". Gastronomy Tourism Journal, Vol. 8.
Fendiansyah, E. (n.d.). "Pengaruh social media marketing terhadap keputusan pembelian dengan brand awareness sebagai variabel mediasi pada PSIS Store". Diponegoro Journal of Management, Vol. 11 No. 6.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016). "Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior". Journal of Business Research, Vol. 69 No. 12, pp. 5833–5841. doi: 10.1016/j.jbusres.2016.04.181.
Gündoğan Aşık, E., Altın Yavuz, A. and Küçük, Z. (2024). "Robust methods for detecting bad leverage point in logistic regression". Sigma Journal of Engineering and Natural Sciences, Vol. 42 No. 5, pp. 1344–1356. doi: 10.14744/sigma.2024.00001.
Herdana, A. (n.d.). "Analisis pengaruh kesadaran merek (brand awareness) pada produk asuransi jiwa Prudential Life Assurance (studi pada Pru Passion Agency Jakarta)". Jurnal Riset Bisnis dan Manajemen, Universitas Sam Ratulangi.
Jaya, I.M.A. and Setiawan, P.Y. (2025). "The mediating role of brand awareness, the influence of social media marketing, on purchase intention of Jolted Coffeeshop & Eatery products in Gianyar Regency". Indonesian Journal of Business Analytics, Vol. 5 No. 5, pp. 3439–3452. doi: 10.55927/ijba.v5i5.15511.
Khan, N.M., Ullah, M.A., Ahmad, J.K. and Raza, S. (2025). "Modified ridge regression with Cook's distance for semiparametric regression models". Journal of Mathematics, Vol. 2025, pp. 1–15. doi: 10.1155/jom/5523747.
Kotler, P. and Keller, K.L. (2016). Marketing Management. 15th ed. Pearson Education, Harlow.
Kotler, P., Kartajaya, H. and Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley, Hoboken, NJ.
Kurniasari, M. and Budiatmo, A. (n.d.). "Pengaruh social media marketing, brand awareness terhadap keputusan pembelian dengan minat beli sebagai variabel intervening pada J.CO Donuts & Coffee Semarang". Diponegoro Journal of Social and Politic, pp. 1–7.
Kuspriyono, T. and Nurelasari, E. (2018). "Pengaruh social media marketing terhadap customer bonding dan purchase intention". Cakrawala, Vol. 18 No. 2, pp. 235–242.
Robiatul Adhawiyah, Y. (2019). "Peran pemasaran media sosial dalam menciptakan keputusan pembelian melalui kesadaran merek (studi pada Instagram Clothing Line Bangjo)". Jurnal Ilmu Manajemen, Vol. 14.
Sem, N.M. and Nurbasari, A. (2023). "The influence of social media marketing on purchase decisions mediated by brand awareness (study on Sekumpulan Coffee Samarinda)". The Journal of Management, Digital Business, and Entrepreneurship, Vol. 1 No. 4, pp. 181–193. doi: 10.58857/jmdbe.2023.v01.i04.p01.
Siali, F., Mohammad, M., Shakur, A. and Ya'kob, S.A. (2016). "Relationship between brand equity and consumer purchase decision: a case of an international brand of footwear". International Journal of Service Management and Sustainability (IJSMS), Vol. 1.
Sudirjo, F., Sutaguna, I.N.T., Silaningsih, E., Akbarina, F. and Yusuf, M. (2023). "The influence of social media marketing and brand awareness on Cafe Yuma Bandung purchase decisions". Jurnal Ekonomi Universitas Udayana, Vol. 2 No. 3.
Sukardi Kodrat, D. (2021). "The effect of social media marketing on purchase decision with brand awareness as mediation on Haroo Table". International Journal of Review Management Business and Entrepreneurship, Vol. 1 No. 1. doi: 10.37715/rmbe.v1i1.1946.g1548.
Sutariningsih, N.M.A. and Wardana, I.G.N.J.A. (2021). "Peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention". E-Jurnal Manajemen, Vol. 10 No. 2, pp. 145–164. doi: 10.24843/EJMUNUD.2021.v10.i02.p01.
Tamzil, F., Praja, A.K.A., Amalia, L. and Juliyana, I. (2025). "Pengaruh social media marketing terhadap niat pembelian: peran mediasi brand awareness pada industri smartphone". Jurnal Lentera Bisnis, Vol. 14 No. 3, pp. 4485–4502. doi: 10.34127/jrlab.v14i3.1893.
Upadana, M.W.K. and Pramudana, K.A.S. (2020). "Brand awareness memediasi pengaruh social media marketing terhadap keputusan pembelian". E-Jurnal Manajemen Universitas Udayana, Vol. 9 No. 5, p. 1921. doi: 10.24843/ejmunud.2020.v09.i05.p14.
Yu, J., Kim, K.J. and Jang, I.S. (2025). "Robust Mahalanobis distance-based lazy learning method for fault detection in high-dimensional processes". ETRI Journal, Vol. 47 No. 5, pp. 865–880. doi: 10.4218/etrij.2024-0349.
Zeqiri, J., Koku, P.S., Dobre, C., Milovan, A.M., Hasani, V.V. and Paientko, T. (2025). "The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies". Marketing Intelligence and Planning, Vol. 43 No. 1, pp. 28–49. doi: 10.1108/MIP-06-2023-0248.
