The Influence of Social Media Marketing on Purchase Intention with Brand Awareness and Halal Awareness as Mediating Variables for Scarlett Products in The City of Padang

Mulyadi, Niken Aprilia (2023) The Influence of Social Media Marketing on Purchase Intention with Brand Awareness and Halal Awareness as Mediating Variables for Scarlett Products in The City of Padang. Skripsi thesis, Universitas Negeri Padang.

Preview

Text B1_07_NIKEN_APRILIA_MULYADI_19059096_6407.pdf Download (5MB) | Preview

Abstract

This thesis aims to examine the effect of social media marketing on purchase intention, with brand awareness and halal awareness as mediating variables. This research was conducted to gain a better understanding of how the use of social media marketing can influence consumer purchase intentions, by considering the important role of brand awareness and halal awareness. This study uses a quantitative approach using a questionnaire method to a sample of consumers who actively use social media. The data collected will be analyzed using path analysis techniques (path analysis) to examine the relationship between the variables involved. The results of this study are expected to contribute to understanding the influence of social media marketing on consumer purchase intentions. In addition, this research is also expected to strengthen understanding of the important role of brand awareness and halal awareness as mediating factors in this relationship. The managerial implications of this research are expected to assist marketers in designing effective marketing strategies through social media.

Actions (login required)

View Item