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September 5, 2025Jurnal Ilmiah Membangun Desa dan PertanianOpen Access

Instagram Promotion Effectiveness and the Mediating Role of Brand Awareness in Influencing Consumer Purchase Decisions at a Coffee Business

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Authors

ESEllecia Pricillia SiahaanSWSri Tjondro WinarnoUniversity of Pembangunan Nasional Veteran Jawa TimurTSTaufik SetyadiUniversity of Pembangunan Nasional Veteran Jawa Timur

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Overview

Quantitative analysis shows strong links between Instagram promotion effectiveness and brand awareness, influencing purchase decisions.

Key Points

  • Instagram promotion significantly impacts brand awareness and consumer purchase decisions in coffee businesses.
  • The effectiveness score of Instagram promotional content averaged 4.20 across stimulus, organism, and response factors.
  • Using Structural Equation Modeling Partial Least Squares, the study reveals brand awareness as a key mediator in purchase decisions.
  • Findings indicate that the indirect effect of promotion on purchase decisions through brand awareness is more substantial than direct influence.

Cite This Study

Siahaan et al. (2025) studied this question.

synapsesocial.com/papers/68bb46c96d6d5674bccff1fdhttps://doi.org/10.37149/jimdp.v10i3.2118
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1THE EFFECT OF PROMOTION THROUGH INSTAGRAM AND SOCIAL MEDIA MARKETING ON CONSUMER BUYING INTERESTS AT COFFEE TRIP2024 · 1 citations
  2. 2The Influence of Marketing on Instagram and Ewom Social Media on Purchase Decisions is Mediated by Brand Trust at Fore Coffee Ngagel Surabaya2025 · 1 citations
  3. 3The Role of Brand Awareness in Mediating the Effect of Social Media Marketing on Purchase Intention2025
  4. 4The Impact of Instagram Social Media Marketing on MSME Product Brand Awareness Call for Coffee2024 · 2 citations
  5. 5Influence of Post Design, Visual Communication, and Online Advertising on Buying Interest on Instagram @kopikenangan.id2024