Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Decision melalui Purchase Intention pada Produk Karpet
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Abstract
Social Media Marketing merupakan strategi yang menuntut perusahaan untuk terus berinovasi dan beradaptasi dengan cepat dalam lingkungan digital yang dinamis. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Brand Awareness dan Purchase Intention serta dampaknya terhadap Purchase Decision konsumen karpet melalui kemampuan mediasi dalam sektor industri home and living. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian kausalitas. Pengumpulan data dilakukan melalui penyebaran kuesioner digital kepada 125 responden yang merupakan konsumen aktif produk Classic Carpets di wilayah Jabodetabek, dengan teknik purposive sampling berdasarkan kriteria tertentu. Analisis data menggunakan metode Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Awareness , Purchase Intention, dan Purchase Decision. Selain itu, Brand Awareness dan Purchase Intention juga terbukti berpengaruh positif dan signifikan terhadap Purchase Decision konsumen karpet. Namun, pengaruh yang signifikan juga terbukti melalui jalur tidak langsung, dimana Social Media Marketing mempengaruhi Purchase Decision melalui mediasi Brand Awareness dan Purchase Intention. Implikasi dari penelitian ini mencanangkan pentingnya budaya pemasaran digital yang mendukung kolaborasi untuk mendorong kesadaran merek dan meningkatkan niat beli konsumen.
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