The Effect of Social Media Marketing on Purchase Intention Through Brand Awareness on Sociolla E-Commerce Users in Pekanbaru City

Authors

  • Kristina Permata Sari Sitorus Riau University
  • Gatot Wijayanto Magister of Management, Faculty of Economics and Business, Riau University
  • Aida Nursanti Magister of Management, Faculty of Economics and Business, Riau University

DOI:

https://doi.org/10.5281/zenodo.11529875

Keywords:

Social Media Marketing, Purchase Intention, Brand Awareness

Abstract

This study aims to determine the effect of social media marketing on buying interest through brand awareness on sociolla e-commerce users in pekanbaru city. The sampling technique used purposive sampling with non-probability sampling. Data was obtained by distributing questionnaires to 120 respondents. The approach used in this research is quantitative and uses the SEM-PLS model and SmartPls 4.0 software as a tool for this research. The results of this study indicate that: there is a positive and significant influence of social media marketing on brand awareness on Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of brand awareness on buying interest in Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of social media marketing on buying interest in Sociolla e-commerce users in Pekanbaru City, there is a positive and significant influence of social media marketing on buying interest through brand awareness on Sociolla e-commerce users in Pekanbaru City. For further researchers, it is hoped that this research will become a reference and analyze the time period and develop more research.

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Published

2024-06-09

How to Cite

Sitorus, K. P. S., Wijayanto, G., & Nursanti, A. (2024). The Effect of Social Media Marketing on Purchase Intention Through Brand Awareness on Sociolla E-Commerce Users in Pekanbaru City . JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi, 2(2), 409–426. https://doi.org/10.5281/zenodo.11529875