THE EFFECT OF SOCIAL MEDIA MARKETING, BRAND AWARENESS, AND CONSUMER BRAND ENGAGEMENT ON PURCHASE DECISION WITH PURCHASE INTENTION AS A MEDIATING VARIABLE IN KAHF PRODUCTS

M. Raihan Ikhwandra, Perengki Susanto

Abstract


In this study, we want to find out how social media marketing, brand awareness, and consumer brand engagement affected the buying choice of Kahf goods through the medium of purchase intention.   The sample for the study consists of 175 individuals who have purchased 'Kahf products.   A subset of the population with specified qualities was chosen using this non-probability sampling approach called purposive sampling.  To analyze the data, Researchers used SEM "with the Partial Least Square (PLS) approach" to build their models.   There was a positive and statistically significant correlation between the two variablesbrand awareness and consumer brand engagementand the decision to buy, according to research on the effects of advertising on social networks.It's a strong negative relationship between social media marketing, brand awareness, and customers' decisions to buy. However, buying purpose makes this relationship much weaker.

Keywords


Social Media Marketing, Brand Awareness, Consumer Brand Engagement,Purchase Decision, Purchase Intention

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DOI: https://doi.org/10.17509/ijdb.v5i3.91694

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