relation: https://eprints.untirta.ac.id/50107/
title: PERAN MEDIASI BRAND AWARENESS DAN BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION (Kasus pada Pengguna Produk Hand and Body Lotion Citra di Kota Serang)
creator: ZAHRA, TASYA NAILAH
subject: HF Commerce
subject: HF5601 Accounting
description: Research This study aims to explore the effect of social media marketing on purchase decision with brand awareness and brand trust as mediating variables on Citra hand and body lotion users. This research is based on digital marketing activities carried out by Citra hand and body lotion on its social media accounts, especially on Instagram and Facebook. on its social media accounts, especially on Instagram and Facebook. Data collection in this study used questionnaires and literature studies. literature. The population of this study were all consumers of Citra hand and body lotion consumers who live in Serang City and a sample of 160 samples with a sampling method using purposive sampling and a literature study. Structural Equation Modeling (SEM) was used as the analysis method in this study. The results of this study are (1) Social media marketing has a positive and significant effect on purchase decision. significant on purchase decision. (2) Social media marketing has a positive and significant effect on brand awareness. positive and significant effect on brand awareness. (3) Social media marketing has a positive and significant effect on brand trust. (4) Brand awareness has a positive and significant effect on purchase decisions. (5) Brand trust has a positive and significant effect on purchase decision. (6) Social media marketing has a positive and significant effect on purchase decision with mediated by brand awareness. (7) Social media marketing has a positive and significant on purchase decision mediated by brand trust.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50107/1/Tasya%20Nailah%20Zahra_5551210043_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50107/3/Tasya%20Nailah%20Zahra_5551210043_02.pdf
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identifier: https://eprints.untirta.ac.id/50107/4/Tasya%20Nailah%20Zahra_5551210043_03.pdf
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identifier: https://eprints.untirta.ac.id/50107/5/Tasya%20Nailah%20Zahra_5551210043_04.pdf
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identifier: https://eprints.untirta.ac.id/50107/6/Tasya%20Nailah%20Zahra_5551210043_05.pdf
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identifier: https://eprints.untirta.ac.id/50107/7/Tasya%20Nailah%20Zahra_5551210043_Daftar%20Pustaka.pdf
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identifier: https://eprints.untirta.ac.id/50107/8/Tasya%20Nailah%20Zahra_5551210043_Lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50107/17/Tasya%20Nailah%20Zahra_5551210043_01.pdf
identifier:   ZAHRA, TASYA NAILAH  (2025) PERAN MEDIASI BRAND AWARENESS DAN BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION (Kasus pada Pengguna Produk Hand and Body Lotion Citra di Kota Serang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.