Keywords
brand interactivity
consumer engagement
brand awareness
purchase intention
How to Cite
Abstract
Penelitian ini bertujuan untuk menggambarkan bagaimana pemasaran melalui media sosial memengaruhi kesadaran merek dan niat beli. Faktor-faktor seperti kualitas konten dan interaktivitas merek digunakan untuk mendorong keterlibatan konsumen dengan merek, yang pada gilirannya memengaruhi niat beli. Dengan 176 sampel dari pengguna Instagram yang mengenal merek Erigo, penelitian ini menggunakan analisis statistik PLS-SEM untuk menunjukkan bahwa kualitas konten dan interaktivitas merek berdampak positif dan signifikan pada keterlibatan konsumen, yang selanjutnya memengaruhi kesadaran merek dan niat beli. Hasil studi ini menemukan bahwa seluruh hipotesis didukung serta berkontribusi pada pemahaman tentang kesadaran merek dan niat beli konsumen serta memberikan rekomendasi kepada manajer pemasaran untuk mengelola pemasaran melalui media sosial dengan lebih efektif.
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