| NIM | C1H021019 |
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| Namamhs | FELIX LAURENSIUS TEJO |
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| Judul Artikel | The role of brand awareness and brand trust on the relationship between social media marketing and customer purchase decision (Study on economic project concert event) |
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| Abstrak (Bhs. Indonesia) | Penelitian ini mengkaji peran kesadaran merek dan kepercayaan merek dalam memediasi hubungan antara pemasaran media sosial dan keputusan pembelian pelanggan dalam konteks acara konser. Dengan menggunakan pendekatan kuantitatif, studi ini mensurvei 190 responden yang familiar dengan akun Instagram @economicproject. Data dianalisis menggunakan Structural Equation Modeling (SEM) melalui AMOS. Hasilnya menunjukkan bahwa pemasaran media sosial secara positif memengaruhi keputusan pembelian pelanggan, kesadaran merek, dan kepercayaan merek. Baik kesadaran merek maupun kepercayaan merek secara signifikan memengaruhi keputusan pembelian, dengan kesadaran merek juga memengaruhi kepercayaan merek. Kesadaran merek memediasi hubungan antara pemasaran media sosial dan keputusan pembelian pelanggan, sementara kepercayaan merek tidak berfungsi sebagai mediator yang signifikan. Temuan ini memberikan wawasan berharga bagi pemasar acara tentang mengoptimalkan strategi media sosial untuk meningkatkan persepsi merek dan mendorong keputusan pembelian. |
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| Abtrak (Bhs. Inggris) | This research examines the role of brand awareness and brand trust in mediating the relationship between social media marketing and customer purchase decisions in the context of concert events. Using a quantitative approach, this study surveyed 190 respondents familiar with the @economicproject Instagram account. Data were analyzed using Structural Equation Modeling (SEM) via AMOS. The results demonstrate that social media marketing positively influences customer purchase decisions, brand awareness, and brand trust. Both brand awareness and brand trust significantly affect purchase decisions, with brand awareness also influencing brand trust. Brand awareness mediates the relationship between social media marketing and customer purchase decisions, while brand trust does not serve as a significant mediator. These findings provide valuable insights for event marketers on optimizing social media strategies to enhance brand perception and drive purchase decisions. |
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| Kata kunci | social media marketing; brand awareness; brand trust; customer purchase decision; concert events |
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| Pembimbing 1 | REFIUS PRADIPTA SETYANTO |
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| Pembimbing 2 | - |
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| Pembimbing 3 | - |
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| Tahun | 2025 |
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| Jumlah Halaman | 5 |
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| Tgl. Entri | 2025-08-09 14:44:06.410091 |
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