Can Purchasing Decisions be mediated by Brand Awareness?

Ezar Atira Anamta Ghifari; Muhammad Arifin Ridwan; Osly  Usman

Ezar Atira Anamta Ghifari Department of Digital Business, Universitas Negeri Jakarta, Indonesia
Muhammad Arifin Ridwan Department of Digital Business, Universitas Negeri Jakarta, Indonesia
Osly Usman Department of Digital Business, Universitas Negeri Jakarta, Indonesia

Keywords: social media marketing, brand ambassador, promotion, brand awareness, purchase decision, Menantea

Abstract

This study aims to examine how Social Media Marketing, Brand Ambassadors, and Promotions influence the Purchasing Decisions of Menantea products, as well as the mediating role of Brand Awareness in connecting these independent variables and Purchasing Decisions of Menantea products. Employing a survey method with purposive sampling, data was gathered from consumers of Menantea products who had purchased the product at least once. Structural Equation Modeling (SEM) via SmartPLS 4 software was utilized for data anlaysis. The findings indicate that promotions directly significant effect on Menantea Product Purchase Decisions, while Social Media Marketing and Brand Ambassadors do not affect on Menantea Product Purchase Decisions. Furthermore, Brand Awareness has a significant direct effect on Menantea Product Purchasing Decisions and acts as a mediator, social media marketing through brand awareness has no influence on purchasing decisions, while brand ambassadors and promotions through brand awareness have an indirect influence on purchasing decisions for Menantea products. This study aims to provide valuable insights into developing marketing strategies for Menantea products and similar products.