The Role of Brand Awareness Mediating the Influence of Social Media Marketing on Purchase Intention

IF 16.4 1区 化学 Q1 CHEMISTRY, MULTIDISCIPLINARY
Gusti Bagus, Krisna Saputra, Made Wardana
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引用次数: 0

Abstract

Social media marketing can be utilized as a digital marketing channel to establish brand awareness, as a well-known brand provides a sense of security and makes it easier for potential customers to identify a brand. Strong brand awareness has a greater chance of being chosen, and therefore, it has the potential to increase purchase intention. This research attempts to explain the crucial role of brand awareness in mediating the impact of social media marketing on purchase intention among potential consumers of the online travel agent Traveloka. The study was conducted in the Badung Regency, which is the tourism hub of Bali Province. The sample size consisted of 104 respondents, selected using a non-probability sampling technique from the population of potential Traveloka consumers. The survey was distributed online through the Google Form platform. This research follows a quantitative associative approach, employing path analysis and the Sobel test for analysis. The findings of the study reveal that social media marketing has a positive and significant impact on purchase intention; social media marketing has a positive and significant impact on brand awareness; brand awareness has a positive and significant impact on purchase intention; and brand awareness significantly mediates the effect of social media marketing on purchase intention
品牌意识在社会化媒体营销对购买意愿影响中的中介作用
社交媒体营销可以作为建立品牌知名度的数字营销渠道,因为知名品牌提供了一种安全感,使潜在客户更容易识别品牌。品牌意识强,被选择的机会更大,因此有可能增加购买意愿。本研究试图解释品牌意识在中介社交媒体营销对在线旅行社Traveloka潜在消费者购买意愿的影响中的关键作用。这项研究是在巴厘省的旅游中心巴东县进行的。样本量包括104名受访者,使用非概率抽样技术从潜在的Traveloka消费者群体中选择。该调查是通过谷歌表单平台在线发布的。本研究采用定量关联方法,采用通径分析和索贝尔检验进行分析。研究结果显示,社会化媒体营销对购买意愿有正向显著的影响;社交媒体营销对品牌知名度有显著的正向影响;品牌意识对购买意愿有正向显著影响;品牌意识显著中介社会化媒体营销对购买意愿的影响
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来源期刊
Accounts of Chemical Research
Accounts of Chemical Research 化学-化学综合
CiteScore
31.40
自引率
1.10%
发文量
312
审稿时长
2 months
期刊介绍: Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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