| NIM | C2C021056 |
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| Namamhs | SELLYNA AFWA MUKHSONI |
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| Judul Artikel | The mediating role of trust, brand image, and brand awareness of the effect of social media marketing on purchase intention |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh pemasaran media sosial terhadap minat beli pengguna layanan shopeefood di Purwokerto dengan kepercayaan, citra merek dan kesadaran merek sebagai variabel mediasi. Alat analisis pada penelitian menggunakan pendekatan Partial Least Square (PLS) dengan menggunakan perangkat lunak SmartPLS. Pengambilan sampel menggunakan teknik purposive sampling. Metode pengumpulan data dalam penelitian ini yaitu menggunakan kuesioner tertutup melalui google form kepada 160 responden. Hasil penelitian ini menunjukkan bahwa variabel social media marketing, kepercayaan, dan citra merek berpengaruh positif terhadap minat beli sedangkan kesadaran merek tidak berpengaruh terhadap minat beli. Hasil penelitian ini juga menemukan bahwa kepercayaan dan citra merek berperan dalam memediasi hubungan antara pemasaran media sosial dan minat beli. Sedangkan, variabel kesadaran merek tidak berperan dalam memediasi hubungan antara pemasaran media sosial dan minat beli. |
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| Abtrak (Bhs. Inggris) | This study aims to determine how the influence of social media marketing on the purchase intention of shopeefood service users in Purwokerto with trust, brand image and brand awareness as mediating variables. The analytical tool in this study uses the Partial Least Square (PLS) approach using SmartPLS software. Sampling using purposive sampling technique. The data collection method in this study was using a closed questionnaire via google form to 160 respondents. The results of this study indicate that the variables of social media marketing, trust, and brand image have a positive effect on purchase intention while brand awareness has no effect on buying interest. The results of this study also found that trust and brand image play a role in mediating the relationship between social media marketing and purchase intention. Meanwhile, the brand awareness variable does not play a role in mediating the relationship between social media marketing and purchase intention. |
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| Kata kunci | Social Media Marketing, Trust, Brand Image, Brand Awareness, Purchase Intention |
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| Pembimbing 1 | Dr. Nur Choirul Afif, S.E., M.Si |
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| Pembimbing 2 | Dr. Lusi Suwandari, S.E., M.Si |
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| Pembimbing 3 | |
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| Tahun | 2022 |
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| Jumlah Halaman | 12 |
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| Tgl. Entri | 2025-08-26 11:29:18.998084 |
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