Brand Awareness Mediate the Influence of Social Media Marketing and Online Advertising on Purchase Decision

Lidwina Larasati Ayuningtyas, Rosdiana Sijabat

Abstract


This research aims to understand whether social media marketing, online advertising and brand awareness as a mediator are positively related to purchase decision through Shopee. The target population are customers who lived in Jakarta and use Shopee. The data was collected using questionnaire sampling method. The data was analyzed using Partial Least Square-Structural Equation Modeling approach of SmartPLS 3.0 software. The results show that not all hypothesis were positively related to purchase decision. In addition, online advertising and brand awareness are positively related to purchase decision, while social media marketing is not 

Keywords


social media marketing; online advertising; brand awareness; purchase decision

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DOI: https://doi.org/10.33258/birci.v5i4.7118

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