The Effect Of Social Media Marketing on Purchase Intention Through Brand Awareness as an Intervening Variabel at Chaa.id Store in Makassar

Abstrak

This study aims to examine the influence of Social Media Marketing variables on Purchase Intention through Brand Awareness as an intervening variable. The analysis used is Structural Equation Modeling (SEM) with an analysis tool Partial Least Square (PLS) using the SmartPLS 3.0 application and hypothesis analysis using Path Analysis. The population in this study were Instagram followers from Chaa.id Store with 613 followers. The samples taken were 86 followers which were calculated using the Slovin formula and taken using the Simple Random Sampling technique. The results of this study indicate that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has no effect on Purchase Intention, and Social Media Marketing has a significant positive effect on Purchase Intention through Brand Awareness as an Intervening variable at Chaa.id Store