Pengaruh SMMA terhadap Purchase Intention Melalui Brand Awareness (Studi Kasus Meta Ads Pada Al-Ghuroba Store)

Muhammad Raihan Amir; Btari Mariska Purwaamijaya; Asep Nuryadin

doi:10.31004/riggs.v5i2.4415

Authors

Muhammad Raihan Amir Universitas Pendidikan Indonesia
Btari Mariska Purwaamijaya Universitas Pendidikan Indonesia
Asep Nuryadin Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.31004/riggs.v5i2.4415

Keywords:

Social Media Marketing, Brand Awareness, Purchase Intention, Meta Ads, Al-Ghuroba Store

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activities (SMMA) terhadap Purchase Intention dengan Brand Awareness sebagai variabel mediasi pada konsumen Al-Ghuroba Store yang terpapar iklan Meta Ads. Studi ini dilatarbelakangi rendahnya engagement rate dan Click-Through Rate (CTR), yang menunjukkan kurang efektifnya strategi pemasaran digital. Penelitian ini menggunakan pendekatan kuantitatif yaitu menggunakan desain cross-sectional, penelitian ini melibatkan sebesar 265 responden melalui kuesioner yang disebar secara online. Analisis PLS-SEM dilakukan menggunakan SmartPLS dengan hasil yangl menunjukkan bahwasannya SMMA berpengaruh signifikan terhadap Brand Awareness, selain itu Brand Awareness berpengaruh signifikan terhadap Purchase Intention, sehingga menyebabkan terdapat pengaruh tidak langsung SMMA terhadap Purchase Intention melalui Brand Awareness.

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