PENGARUH SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI MEDIASI PADA KEDAI KOPI JANJI JIWA DI SURABAYA

Tabytha Prima Gabriella, Lena Ellitan, Maria Mia Kristanti
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引用次数: 3

Abstract

The purpose of this study was to analyze and examine the effect of social media marketing, and e-wom on purchasing decisions through brand awareness as a mediation at the Promise Jiwa Coffee Shop in Surabaya. This research was written by Ansari, et al (2019), Diansyah & Nurmalasari (2017), and Upadana & Pramadana (2019) which analyzes the influence of social media marketing, electronic word of mouth, and brand awareness on purchasing decisions as the basis of this research. This study took 150 respondents as a permanent sample of the Promise Jiwa Coffee Shop in Surabaya. The measuring instrument of this research is a questionnaire. The data were obtained and processed by using Partial Least Square analysis technique with SmartPLS 3.0 program. The results of this study prove that social media marketing has a positive and significant influence on brand awareness, electronic word of mouth has a positive and significant influence on brand awareness, social media marketing has a positive and significant influence on purchase decisions electronic word of mouth has a positive influence but not significant to purchase decision, social media marketing has a positive but not significant effect through brand awareness and electronic word of mouth has a positive but not significant effect on purchase decision through brand awareness.
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本研究以泗水Promise Jiwa咖啡店为研究对象,以品牌意识为中介,分析和检验社交媒体营销和e-wom对购买决策的影响。该研究由Ansari等人(2019),Diansyah和Nurmalasari(2017)以及Upadana和Pramadana(2019)撰写,分析了社交媒体营销,电子口碑和品牌知名度对购买决策的影响,作为本研究的基础。本研究以150名受访者作为泗水Promise Jiwa咖啡店的永久样本。本研究的测量工具是问卷调查。使用SmartPLS 3.0程序对数据进行偏最小二乘分析和处理。本研究结果证明,社会化媒体营销对品牌意识有正向显著影响,电子口碑对品牌意识有正向显著影响,社会化媒体营销对购买决策有正向显著影响,电子口碑对购买决策有正向显著影响,但不显著;社交媒体营销通过品牌意识对购买决策有正向但不显著的影响,电子口碑通过品牌意识对购买决策有正向但不显著的影响。
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