The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions for Decoration Services at Catasa.id In South Tangerang

This study aims to determine the effect of Social Media Marketing and Brand Awareness on purchase decisions for decoration services through Instagram @Catasa.id, both partially and simultaneously. The research used a quantitative associative approach. Data were collected through questionnaires from 106 respondents who knew or had interacted with @Catasa.id. The data were analyzed using validity and reliability tests, classical assumption tests, simple and multiple linear regression, correlation, coefficient of determination, t-test, and F-test with IBM SPSS Statistics 27. The results show that Social Media Marketing has a positive and significant effect on purchase decisions (t = 8.361; p < 0.001), while Brand Awareness has a positive but insignificant effect (t = 0.925; p = 0.357). Simultaneously, Social Media Marketing and Brand Awareness have a positive and significant effect on purchase decisions (F = 70.849; p < 0.001). The coefficient of determination is R² = 0.579, indicating that 57.9% of the variation in purchase decisions is explained jointly by the two independent variables.