Ananda Rendy Muhammad, Yos Horta Meliala, Citra Eka Putri

Pengaruh Social Media Marketing Instagram @erigostore Terhadap Minat Beli Melalui Brand Awareness

Introduction

Pengaruh social media marketing instagram @erigostore terhadap minat beli melalui brand awareness. Penelitian menganalisis pengaruh Social Media Marketing Instagram @erigostore terhadap minat beli melalui brand awareness. SMM signifikan meningkatkan minat beli & kesadaran merek.

Abstract

Social Media Marketing (SMM) telah menjadi strategi utama dalam pemasaran digital, terutama melalui platform seperti Instagram. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap minat beli dengan brand awareness sebagai variabel mediasi pada akun Instagram @erigostore. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data regresi dan uji mediasi. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh signifikan terhadap minat beli baik secara langsung maupun melalui brand awareness sebagai variabel mediasi. Implikasi dari penelitian ini menegaskan pentingnya strategi pemasaran digital yang optimal guna meningkatkan kesadaran merek dan konversi penjualan.

Review

This study addresses a highly pertinent and contemporary topic in digital marketing: the impact of Instagram Social Media Marketing (SMM) on consumer purchase intention, mediated by brand awareness, specifically examining the @erigostore account. The research question is well-defined, aiming to analyze both the direct and indirect effects of SMM on purchase intention through the lens of brand awareness. Given the ubiquitous nature of Instagram in modern commerce, this investigation holds significant practical and theoretical relevance for understanding consumer behavior in the digital age. Methodologically, the study employs a quantitative approach utilizing regression and mediation analysis, which is an appropriate framework for testing the hypothesized relationships between SMM, brand awareness, and purchase intention. The key findings indicate a significant influence of Social Media Marketing on purchase intention, both directly and indirectly through its positive impact on brand awareness. This outcome underscores the critical role of brand awareness as a strategic intermediate step in converting SMM efforts into tangible sales, thereby reinforcing existing literature while providing specific contextual evidence from the @erigostore case. The implications drawn from this research are clear and valuable, emphasizing the necessity of optimal digital marketing strategies to enhance brand consciousness and ultimately drive sales conversion. The study successfully demonstrates the mediating role of brand awareness, adding depth to the understanding of SMM effectiveness. While the abstract provides a strong overview of the core findings, a more detailed discussion on the specific SMM strategies employed by @erigostore and potential generalizability across different industries would further strengthen its contribution. Nevertheless, this paper offers important insights for practitioners seeking to leverage Instagram for effective brand building and sales generation.

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