Consumer engagement dynamics: The role of social media marketing in building brand awareness and purchase intention among UMKM Bachiro

Nur Fadilah  Surabi; Nurul Hidayah; Julyia  Fani; Kalam  Mahardika; Yuliana Yuliana; Rahmawati Rahmawati

doi:10.55942/pssj.v5i12.1076

Authors

Nur Fadilah Surabi Universitas Mulawarman
Nurul Hidayah Universitas Mulawarman https://orcid.org/0009-0001-3152-710X
Julyia Fani Universitas Mulawarman
Kalam Mahardika Universitas Mulawarman
Yuliana Yuliana Universitas Mulawarman
Rahmawati Rahmawati Universitas Mulawarman https://orcid.org/0009-0001-0920-9084

DOI:

https://doi.org/10.55942/pssj.v5i12.1076

Keywords:

Social Media Marketing, Engagement, Brand Awareness, Purchase Intention, MSME

Abstract

This study aims to analyze the extent to which social media marketing strategies influence brand awareness and consumers’ desire to purchase products from Bachiro MSMEs, with consumer involvement as a mediating variable. The approach used is quantitative, analyzing data using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. There were 110 respondents, all of whom were active social media users who had interacted (liked, commented, shared, etc.) with Bachiro SME content.The results of the analysis prove that social media marketing activities have a positive and significant impact on consumer engagement, brand awareness, and purchase intention. Consumer engagement has a significant effect on brand awareness and purchase intention and functions as a bridge that strengthens the relationship between social media marketing and these two aspects.

Author Biographies

Nur Fadilah Surabi, Universitas Mulawarman

Nur Fadilah Surabi is affiliated with Universitas Mulawarman

Nurul Hidayah, Universitas Mulawarman

Nurul Hidayah is affiliated with Universitas Mulawarman

Julyia Fani, Universitas Mulawarman

Julyia Fani is affiliated with Universitas Mulawarman

Kalam Mahardika, Universitas Mulawarman

Kalam Mahardika is affiliated with Universitas Mulawarman

Yuliana Yuliana, Universitas Mulawarman

Yuliana is affiliated with Universitas Mulawarman

Rahmawati Rahmawati, Universitas Mulawarman

Rahmawati is affiliated with Universitas Mulawarman

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