PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI (Studi pada Reels Instagram @Pinkflashcosmetics)

This research aims to determine and analyze the influence social media marketing and online customer review to purchase results on Reels Instagram Pinkflash with brand awareness as a mediating variable. This type of research is quantitative research with the population used, namely followers Pinkflash Instagram who have previously purchased Pinkflash products. The number of samples used in this research was 100 respondents using techniques purposive sampling. The data collection technique in this research is by using a questionnaire online. The data analysis method used is a range of scales and Structural Equation Model (SEM) with software SmartPLS 4.0. Based on the results of research and analysis, it can be concluded that brand awareness has a significant positive influence on purchasing decisions, online customer review has a significant positive influence on brand awareness, online customer review does not have a significant effect on purchasing decisions, social media marketing has a significant positive effect on brand awareness, social media marketing has a significant positive effect on purchasing decisions, online customer review through brand awareness has a significant positive effect on purchasing decisions, social media marketing through brand awareness has a significant positive effect on purchasing decisions.