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July 31, 2025Digital Innovation

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

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Authors

DPDewa Kade Anggie Dharma PutraUdayana UniversityNSNi Ketut SeminariUdayana University

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Implication

Analysis shows social media marketing boosts purchase intention in Fore Coffee consumers, suggesting brand awareness is crucial.

Key Points

  • Social media marketing significantly increases purchase intention among consumers.
  • Brand awareness aids social media marketing effectiveness, enhancing purchasing decisions in coffee consumers.
  • Path analysis and the Sobel test confirm the mediating role of brand awareness in the marketing impact.
  • Findings emphasize the blend of social media strategies and brand awareness to optimize consumer engagement.

Cite This Study

Putra et al. (2025) studied this question.

synapsesocial.com/papers/68af297fcf1dd9ea359e37ddhttps://doi.org/10.61132/digitalinnovation.v2i3.488
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