PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION

Abstract

The purpose of this study is to examine the role of brand awareness in mediating the influence of social media marketing on purchase intention on Sensatia Botanicals products. This research was conducted in Denpasar City. Research data was collected using an online questionnaire with a total sample of 100 respondents. A non-probability sampling method, purposive sampling, is used to determine the samples. This study used path analysis, sobel test, and VAF test. The results of the study show that social media marketing has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on brand awareness; brand awareness has a positive and significant effect on purchase intention; and brand awareness mediates the influence of social media marketing on purchase intention. Sensatia Botanicals should increase interactive content on social media, create attractive campaigns, and focus more on introducing the advantages of its products compared to competitors. Keywords: Purchase Intention, Social Media Marketing, Brand Awareness