The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions for Decoration Services at Catasa.id In South Tangerang
Year: 2026
Type: article
Abstract: This study aims to determine the effect of Social Media Marketing and Brand Awareness on purchase decisions for decoration services through Instagram @Catasa.id, both partially and simultaneously. The research used a quantitative associative approach. Data were collected through questionnaires from 106 respondents who knew or had interacted with @Catasa.id. The data were analyzed using validity and reliability tests, classical assumption tests, simple and multiple linear regression, correlation, coefficient of determination, t-test, and F-test with IBM SPSS Statistics 27. The results show that Social Media Marketing has a positive and significant effect on purchase decisions (t = 8.361; p < 0.001), while Brand Awareness has a positive but insignificant effect (t = 0.925; p = 0.357). Simultaneously, Social Media Marketing and Brand Awareness have a positive and significant effect on purchase decisions (F = 70.849; p < 0.001). The coefficient of determination is R² = 0.579, indicating that 57.9% of the variation in purchase decisions is explained jointly by the two independent variables.
Authors: Yudha Amarullah, Putri Nilam Kencana
Institution: Universitas Pamulang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225784140