SOCIAL MEDIA MARKETING, INFLUENCER ENDORSEMENTS, AND CONSUMER PURCHASE DECISIONS : THE MEDIATING ROLE OF BRAND AWARENESS  IN CIAO MIE, BANGKALAN REGENCY

Brilliane Salsa; David Sukardi Kodrat

doi:10.29040/ijebar.v9i4.18006

SOCIAL MEDIA MARKETING, INFLUENCER ENDORSEMENTS, AND CONSUMER PURCHASE DECISIONS : THE MEDIATING ROLE OF BRAND AWARENESS IN CIAO MIE, BANGKALAN REGENCY

Authors

Brilliane Salsa Master of Management, Universitas Ciputra Surabaya, Surabaya, Indonesia, Indonesia
David Sukardi Kodrat Master of Management, Universitas Ciputra Surabaya, Surabaya, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18006

Abstract

This study aims to analyze the impact of Social Media Marketing and Influencer Endorsement on Consumer Purchase Decision, with Brand Awareness as a mediating variable, using the Theory of Planned Behavior (TPB) as the theoretical framework. TPB is applied to understand how attitudes, subjective norms, and perceived behavioral control influence consumer intentions and purchase decisions. The data were analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that Social Media Marketing and Influencer Endorsement do not have a direct effect on consumer purchase decisions. However, Brand Awareness has a positive and significant impact on purchase decisions. Furthermore, mediation analysis reveals that Social Media Marketing and Influencer Endorsement have a positive and significant effect on consumer purchase decisions through the mediating role of Brand Awareness.

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Published

2026-01-10

How to Cite

Salsa, B., & Kodrat, D. S. (2026). SOCIAL MEDIA MARKETING, INFLUENCER ENDORSEMENTS, AND CONSUMER PURCHASE DECISIONS : THE MEDIATING ROLE OF BRAND AWARENESS IN CIAO MIE, BANGKALAN REGENCY. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(3). https://doi.org/10.29040/ijebar.v9i4.18006

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Issue

Vol. 9 No. 3 (2025): IJEBAR: Vol. 9, Issue 3, September 2025

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Articles

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