PERAN BRAND AWARENESS MEMEDIASI PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION

Abstract

This study aims to explain the role of brand awareness in mediating the influence of brand ambassadors and social media marketing on purchase decisions. This research was conducted in Denpasar City with a sample size taken as many as 120 respondents using a questionnaire. The sample was determined using a non-probability sampling model with purposive sampling technique. The data analysis technique used is path analysis, sobel test, and VAF test. The results showed that brand ambassadors and social media marketing have a positive and significant effect on purchase decisions, brand ambassadors and social media marketing have a positive and significant effect on brand awareness, brand awareness has a positive and significant effect on purchase decisions, and brand awareness has a partial effect in mediating the influence of brand ambassadors and social media marketing on purchase decisions. The implication of this research is that MS Glow is able to maintain and pay attention to the strategies carried out to make brand ambassadors, social media marketing and brand awareness of MS Glow products better in order to increase purchase decisions for MS Glow products. In an effort to increase customer purchase decisions, MS Glow is expected to be able to optimize brand ambassadors and social media marketing to customers. Better optimization of marketing strategies to customers needs to be considered in order to create brand awareness in customers so that the desire to make a purchase decision can occur. Keywords: Brand ambassador, Social media marketing, Brand awareness, Purchase decision