THE EFFECT OF SOCIAL MEDIA MARKETING AND E-WOM ON PURCHASE DECISION WITH BRAND AWARENESS AS A MEDIATING VARIABLE (STUDY ON SATE RATU)

Wangsa, Anak Agung Ngurah Agung Satria (2024) THE EFFECT OF SOCIAL MEDIA MARKETING AND E-WOM ON PURCHASE DECISION WITH BRAND AWARENESS AS A MEDIATING VARIABLE (STUDY ON SATE RATU). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This research analyses the effect of social media marketing and electronic word of mouth toward purchase decision with brand awareness as a mediating variable. The research was conducted by using a survey method via Google Form by utilizing a Likert scale. Data was collected using purposive sampling method from 191 respondents who know and have visited Sate Ratu on the last 1 year. Data analysis was performed using SmartPLS 3 software. The findings shows that social media marketing and brand awareness positively affect purchase decision. Followed by brand awareness that positively affected by social media marketing and electronic word of mouth. Moreover, brand awareness is able to mediate the effect of social media marketing and electronic word of mouth toward purchase decision. However, there is no significant effect from electronic word of mouth toward purchase decision.

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