Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing
Ida Ayu Radinia Asri Suardana,
Luh Putu Mahyuni,
Ni Putu Nina Eka Lestari
et al.
Abstract:This research examined how brand image, brand awareness, and social media marketing influence consumers’ purchase decisions, including factors like purchase interest, service quality, and experiential marketing as mediating variables, offering valuable knowledge for marketers to enhance their understanding of consumers’ behavior. The population was Somethinc’s Instagram followers, totaling 156 samples. This study revealed that brand image did not significantly impact purchase decisions, in contrast to brand aw… Show more
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