Pengaruh Social Media Marketing, Citra Merek, dan Brand Awareness terhadap Keputusan Pembelian dengan Kepercayaan Pelanggan sebagai Mediasi pada Konsumen Kopi Kenangan di Solo

Faris Fadhilah Zakiy, Aflit Nuryulia Praswati

Abstract


Penelitian ini bertujuan menganalisis pengaruh social media marketing, citra merek, dan brand awareness terhadap keputusan pembelian konsumen Kopi Kenangan di Kota Solo dengan kepercayaan pelanggan sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif berbasis positivisme dengan data primer yang dikumpulkan melalui kuesioner Likert 1–7 dari 123 responden yang dipilih menggunakan purposive sampling, berusia minimal 17 tahun dan pernah melakukan transaksi. Variabel dependen adalah keputusan pembelian, variabel independen meliputi social media marketing, citra merek, dan brand awareness, sedangkan kepercayaan pelanggan berperan sebagai mediator. Penelitian ini menggunakan SEM-PLS untuk menganalisis keterkaitan antar konstruk laten, sekaligus menguji keakuratan dan konsistensi indikator, besaran pengaruh antar variabel, serta peran mediasi dalam model. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan social media marketing dan citra merek menunjukkan pengaruh positif namun tidak signifikan. Kepercayaan pelanggan terbukti menjadi faktor kunci yang memperkuat keputusan pembelian, menegaskan pentingnya membangun kepercayaan konsumen selain strategi pemasaran digital dan pengelolaan merek. Penelitian ini memberikan pemahaman praktis bagi perusahaan dalam meningkatkan efektivitas strategi pemasaran dan loyalitas pelanggan.


Keywords


Brand Awareness, Citra Merek, Kepercayaan Pelanggan, Keputusan Pembelian, Social Media Marketing.

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DOI: https://doi.org/10.17509/ijdb.v5i4.97476

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