PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

This research examines the impact of social media marketing and brand awareness on purchasing decisions, with purchase intention as an intervening variable at Café Downtown Malang. This quantitative study employs a descriptive approach with 100 respondents selected through accidental sampling. Data is collected via questionnaires and analyzed using path analysis with the assistance of SmartPLS 3.0 software. The research findings indicate that social media marketing does not significantly affect purchasing decisions but significantly influences purchase intention. Additionally, social media marketing significantly affects purchasing decisions through purchase intention. Brand awareness is found to have a positive and significant impact on purchasing decisions and purchase intention. Brand awareness also significantly influences purchasing decisions through purchase intention. Purchase intention itself has a positive and significant impact on purchasing decisions.