Enrichment : Journal of Management
Vol. 13 No. 1 (2023): April: Management Science And Field

The relationship of social media marketing, brand awareness and purchase decisions on somethinc products in padang city

Muthiah Dwi Utami (Universitas Andalas , Padang, Indonesia)
Ratni Prima Lita (Universitas Andalas, Padang, Indonesia)
Alfitman (Universitas Andalas , Padang, Indonesia)

Article Info

Publish Date
12 Apr 2023

Abstract

This study aims to determine the relationship between social media marketing, brand awareness and purchasing decisions for somethinc products in the city of Padang, the population in this study was 150 with a sample of 150 respondents. Data obtained by conducting a questionnaire, then processed and tested using SmartPLS. From the research conducted, it is known that based on the results of hypothesis testing, it is known that directly social media marketing has a significant effect on brand awareness and social media marketing and brand awareness has a significant effect on purchasing decisions. And indirectly brand awareness has a role between social media marketing and purchasing decisions.

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Journal Info
Enrichment : Journal of Management
Website

Abbrev

enrichment

Publisher

Institute Of Computer Science

Subject

Economics, Econometrics & Finance

Description

The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...