How Social Media Advertising Influence Online Purchase Intention Mediating by Brand Awareness during Pandemic Covid-19?

Obby, Yobilio Hura (2021) How Social Media Advertising Influence Online Purchase Intention Mediating by Brand Awareness during Pandemic Covid-19? Diploma thesis, Universitas Andalas.

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Abstract

Due to the increasing of use of social media on internet and the way of consumer’s shopping method more prefer to purchase through online especially during COVID-19 pandemic, This study aims to explore the influence of social media advertising and brand awareness on online purchase intention. This study applied quantitative and non-probability sampling method with online survey technique. In this study, the questionnaire was administered to 151 social media users in Padang City. The Indicators are used to find out how much they are involved in advertising on social media and their awareness about brands that might match with their interest in making online purchases especially during COVID-19 pandemic. This study found that social media advertising associated to COVID-19 pandemic has positive influence toward the online purchase intention. The result also showed when brand awareness is equipped as a mediating variable, it significantly influences online purchase intention.

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