The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness

Abstract

The aim of this research was to investigate the influence of social media marketing activities on purchase intention and to elaborate the role of brand awareness as the mediating variable in this relationship. The sample consisted of 315 respondents. The data were collected through a closed-ended questionnaire with five alternative responses: highly agree (score five) and highly disagree (score one). The data were then analyzed through descriptive statistics and path analysis. The results showed that social media marketing activities had a significant influence on purchase intention and that brand awareness acted as the pull mediating variable in this relationship. Keywords: social media marketing activities, brand awareness, purchase intention