Mediating Role of Brand Awareness: The Influence of Social Media Marketing and Product Quality on Purchasing Decisions
Year: 2024
Type: article
Study design: Observational Study
Abstract: Social media marketing is a promotional strategy to enhance product awareness through social media platforms. Social media marketing tactics can affect purchasing decisions by shaping how consumers see things during their buying process. This study aims to assess the impact of social media marketing and product quality, mediated by brand awareness, on consumer purchasing decisions at Pepari Leather. This study employs a quantitative methodology for data collecting through observations and descriptive surveys derived from questionnaire findings. This study employs a basic random sample strategy for data collection. The participants in this study were consumers of Pepari Leather. This study demonstrates that brand awareness mediates the relationship between social media marketing, product quality, and consumer purchasing decisions at Pepari Leather. Pepari Leather must persist in optimizing social media to introduce products to potential consumers, ensuring they remain cognizant of Pepari Leather's offerings.
Institution: State University of Semarang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412089398