THE INFLUENCE OF SOCIAL MEDIA CONTENT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASE DECISIONS (Case Study on Brand Berrybenka)
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the influence of social media content on brand image, brand awareness, and purchase decisions in local fashion brand Berrybenka. The method used is quantitative with a Structural Equation Modeling (SEM) approach based on Partial Least Square (SmartPLS 4). The research sample was 100 respondents who were followers of @berrybenka's Instagram account. The results showed that social media content had a positive and significant effect on brand image (β = 0.715), brand awareness (β = 0.682), and purchase decisions (β = 0.471). This study suggests optimizing digital content strategies to build stronger brand perception and increase purchase conversions
Source: Jurnal Ilmiah METADATA
Author: Olvi Vania
Institution: Universitas Paramadina
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414701206
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