Pengaruh Social Media Marketing Activities Dan e-WOM (Electronic Word Of Mouth) Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Toko Emas Rizqina Gold Di Instagram

Abstract

This research was conducted with the aim of determining the influence of social media marketing activities and E-WOM on the intention to purchase gold jewelry on Instagram using brand awareness as a mediator. The survey method used in this research was a Likert scale. Data collection in this research was carried out by distributing questionnaires to respondents. The data source was 160 respondents, obtained from Instagram users in Indonesia and who had experience buying gold jewelry in online stores, using the purposive sampling method. Data analysis techniques use SmartPLS software. The results of this research show that social media marketing activities and E-WOM mediated by brand awareness have a significant and positive effect on purchase intention gold jewelry on Instagram. The results also show that there is an influence of social media marketing activities on purchase intention, but E-WOM has no effect on purchase intention.