ANALYSIS OF THE EFFECTS OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION THROUGH BRAND AWARENESS AS AN INTERVENING VARIABLE

📄 Abstract

This study aims to examine the effects of Social Media Marketing and Electronic Word of Mouth on Purchase Intention, with Brand Awareness serving as an intervening variable. A quantitative approach with an explanatory research design was employed, involving 100 active social media users selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Social Media Marketing and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Intention. Furthermore, Brand Awareness significantly influences Purchase Intention and partially mediates the relationship between the independent variables and the dependent variable. These findings highlight the importance of effective digital marketing strategies and consumer reviews in enhancing brand awareness, which in turn drives consumers’ purchase intention.

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🔗 DOI

DOI - (https://doi.org/10.36713/epra27417)

📚 How to Cite:

Aris Mardiyono, Low Mei Ping, Gita Sugiyarti , ANALYSIS OF THE EFFECTS OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION THROUGH BRAND AWARENESS AS AN INTERVENING VARIABLE , Volume 13 , Issue 5, May 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , DOI: https://doi.org/10.36713/epra27417