The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention

Abstract

In recent years, social media is not only used for social interaction activities, but is also used as a medium for doing business. Especially at this time when the whole world is facing the covid 19 pandemic, where most countries make decisions about closing and restricting several physical places, which have been used to carry out business activities, entrepreneurs are trying to optimize digital media and social media as a strategy to market their products. This study aims to determine the role of social media marketing in increasing brand awareness, brand image and purchase intention. The design of this research is hypothesis testing. The study uses the Structural Equation Modeling (SEM) method with a sample of 331 respondents who are active users of social media in Indonesia, for at least 2 years and have purchased products marketed on social media. The results show that social media marketing activities based on entertainment, interaction, trendiness, customization, and word-of-mouth have a positive influence on brand awareness, brand image, and purchase intention. Furthermore, brand awareness has a positive influence in mediating social media marketing activities on purchase intentions, and brand image also has a positive influence in mediating social media marketing activities on purchase intentions. Thus, so that consumer intentions to buy products can increase, online shop owners can increase awareness and positive image of the brand, and to increase brand awareness and positive image of the brand, online shop owners can increase their marketing activities through social media.Keywords: Social Media Marketing, Brand Awareness, Brand Image, Purchase Intention.

The Effect of Social Media Marketing, E-WoM on Purchase Intention Mediated by Brand Image and Brand Trust: Halal Product FnB MSMEs in Malang City

“…This research is the same as previous research in that there is a direct influence between E-WoM on brand trust (Siregar et al, 2021); (Mou & Benyoucef, 2021); (Zanjabila et al, nd, 2023) The seventh hypothesis regarding brand image has a positive and significant effect on purchasing decisions with a t-value of 3.594 and a p-value of 0.000 < 0.05, so it can be interpreted that H7 is accepted. This research is in accordance with previous research which stated that there is a positive and significant influence of brand image on purchasing decisions (Sanny, 2020); (Faisal & Ekawanto, 2021); (Fataya and... 2023) The eighth hypothesis regarding brand trust has a positive and significant effect on purchasing decisions with a t-value of 2.957 and a p-value of 0.003 < 0.05, so it can be interpreted that H7 is accepted. This research is in accordance with previous research which stated that there is a positive and significant influence of brand trust on purchasing decisions (Pandjaitan & Faila, 2019); (Hidayati, 2022); (Subiyakto et al, 2023) The ninth hypothesis is that social media marketing has a positive and significant influence on purchasing decisions mediated by brand image with a t-value of 2.590 and a p-value of 0.010 <0.05, so it can be said that H9 is accepted.…”

“…This research is not in accordance with previous research which stated that there is a positive and significant influence of social media marketing on brand trust (Irawan & Hadisumarto, 2020); (Haryanto & Wulandari, 2022); (Winarso, 2023) The fifth hypothesis regarding E-WoM has a positive and significant effect on brand image by obtaining a t-value of 13.601 and a p-value of 0.000 < 0.05, which can be interpreted as H5 being accepted. This research is the same as previous research which described the existence of E-WoM as having a positive and significant effect on brand image (Nuseir, 2019); (Putra & Gupron, 2020); (Faisal & Ekawanto, 2021) The sixth hypothesis is that E-WoM has a positive and significant influence on brand trust with a t-value of 13.185 and a p-value of 0.041 < 0.05, so it can be said that H6 is accepted. This research is the same as previous research in that there is a direct influence between E-WoM on brand trust (Siregar et al, 2021); (Mou & Benyoucef, 2021); (Zanjabila et al, nd, 2023) The seventh hypothesis regarding brand image has a positive and significant effect on purchasing decisions with a t-value of 3.594 and a p-value of 0.000 < 0.05, so it can be interpreted that H7 is accepted.…”

Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries

“…The researcher therefore failed to reject the hypothesis concluding that SMM through eWOM has a significant positive influence on brand awareness in the education services sector in Lusaka, Zambia. The results corroborate with the study by Faisal and Ekawanto (2021) which showed that SMM activities in terms of WOM have a positive impact on brand awareness. More so, Thuy and Long Open Journal of Business and Management (2023) also found that eWOM through SMM positively impact customers' brand awareness.…”

Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis

“…It leverages the power of social networks to connect with a large and engaged audience. For businesses and organizations, utilizing social media marketing can significantly enhance brand visibility, foster customer engagement, and boost sales (Faisal & Ekawanto, 2022). Choosing the right social media platforms to reach and engage with customers through social media marketing effectively is essential (Agrawal & Trivedi, 2021).…”