RT Journal Article
A1 Nur Fadilah  Surabi
A1 Nurul Hidayah
A1 Julyia  Fani
A1 Kalam  Mahardika
A1 Yuliana Yuliana
A1 Rahmawati Rahmawati
T1 Consumer engagement dynamics: The role of social media marketing in building brand awareness and purchase intention among UMKM Bachiro
JF Priviet Social Sciences Journal
YR 2025
VO 5
IS 12
SP 244-256
DO 10.55942/pssj.v5i12.1076
AB 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.
K1 Social Media Marketing, Engagement, Brand Awareness, Purchase Intention, MSME
LK https://journal.privietlab.org/index.php/PSSJ/article/view/1076
ER