Peran Minat Beli Dalam Memediasi Pengaruh Social Media Marketing Dan Brand Awareness Terhadap Purchase Decision (Studi Kasus Malwa Tekstile Denpasar)
DOI:
https://doi.org/10.37385/msej.v6i5.9520Keywords:
Social Media Marketing, Brand Awareness, Minat Beli, Purchase Decision, Pemasaran Digital, UMKM TekstilAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Brand Awareness terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi pada Toko Malwa Tekstil. Metode yang digunakan adalah kuantitatif dengan penyebaran kuesioner kepada 80 responden, kemudian dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa Social Media Marketing dan Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision, baik secara langsung maupun tidak langsung melalui Minat Beli. Faktor paling kuat berasal dari konten promosi dan kesadaran merek. Simpulan penelitian ini menegaskan pentingnya strategi digital marketing dan penguatan brand awareness untuk mendorong minat beli konsumen sehingga meningkatkan keputusan pembelian secara berkelanjutan.
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