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September 10, 2025Asian Journal of Management AnalyticsOpen Access

The Impact of Social Media Marketing on Purchase Intention and the Mediating Role of Brand Awareness (Taman kopi Bali in Denpasar City Study)

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Authors

GAGde Egha Bramanta ArthaPPPutu Saroyini Piartrini

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Overview

Quantitative analysis shows social media marketing boosts purchase intention in coffee consumers, indicating brand awareness as a mediator.

Key Points

  • Social media marketing significantly impacts purchase intention, influencing local coffee brand choices.
  • Key findings show that brand awareness partially mediates the effect of social media marketing on purchase intent.
  • A quantitative method involved 100 local respondents from Denpasar City, selected through purposive sampling.
  • Increasing brand recognition via social media may enhance consumer purchase intentions, highlighting the need for digital strategies.

Cite This Study

Artha et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee340https://doi.org/10.55927/ajma.v4i3.15143
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Also Consider

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

  1. 1The Role of Brand Awareness in Mediating the Effect of Social Media Marketing on Purchase Intention2025
  2. 2The Role of Brand Image in Mediating the Influence of Social Media Marketing on Purchase Intention (Study on JEN Coffee in Denpasar City)2025
  3. 3The Impact of Digital Marketing, Price and Product Quality on Coffee Shopping Interest in The Coffee Shop2024
  4. 4Online Advertising Influences Purchase Intention of Coffee Customers2025
  5. 5The Influence of Social Media Engagement, Consumer Brand Engagement on Satisfaction and Loyalty of Tourists Visiting Coffee Shops in Kintamani, Bangli District, Bali2024