The Impact of Social Media Marketing Activities on Brand Image and Purchase Intention: The Mediating Role of Brand Awareness in the Context of Digital Consumers in Indonesia

Dampak Aktivitas Pemasaran Media Sosial terhadap Citra Merek dan Niat Beli: Peran Mediasi Kesadaran Merek dalam Konteks Konsumen Digital di Indonesia

Abstrak

Abstract: Indonesia’s digital marketing landscape has evolved rapidly due to the widespread adoption of social media, particularly among younger consumers.

Objective: This study examines the effect of Social Media Marketing Activities (SMMAs) on brand image and purchase intention, with brand awareness as a mediating variable.

Methods: Using a quantitative approach, data were collected through a survey of 464 Indonesian social media users with online purchasing experience. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with LISREL.

Research Results: The results indicate that SMMAs have a significant positive effect on brand awareness, brand image, and purchase intention. Brand awareness also positively influences brand image and purchase intention and fully mediates the relationship between SMMAs and both outcomes. The findings extend the Theory of Planned Behavior and the Hierarchy of Effects Model and offer practical implications for designing engaging and personalized social media marketing strategies.