AWARENESS, CONSUMER BRAND ENGAGEMENT, BRAND TRUST DAN PURCHASE INTENTION (Survei pada Calon Konsumen MR. DIY di Sumatera Barat)

Della Sugesti Pujangga, Della (2025) AWARENESS, CONSUMER BRAND ENGAGEMENT, BRAND TRUST DAN PURCHASE INTENTION (Survei pada Calon Konsumen MR. DIY di Sumatera Barat). S2 thesis, Universitas Andalas.

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Abstract

PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS, CONSUMER BRAND ENGAGEMENT, BRAND TRUST DAN PURCHASE INTENTION (Survei pada MR. DIY di Sumatera Barat) Della Sugesti Pujangga 1, Ratni Prima Lita 2, Verinita 3 Jurusan Magister Manajemen, Universitas Andalas 2220522023_della@student.unand.ac.id ABSTRAK Struktur demografi Indonesia yang didominasi oleh usia produktif dengan pertumbuhan urbanisasi tiap tahunnya, disertai perubahan gaya hidup dan meningkatnya permintaan terhadap produk-produk yang mengusung kepraktisan, khususnya produk homewares, menghadirkan potensi pasar yang besar dan prospektif bagi industri ritel perlengkapan rumah tangga. Namun, persaingan pada bisnis ini tidak hanya melibatkan merek lokal dan internasional, tetapi juga berbagai pelaku usaha yang berkembang pesat melalui kanal daring, seperti e-commerce. Di sisi lain, perilaku digital masyarakat Indonesia memberikan peluang strategis, di mana 66,7% pengguna sosial media berusia 16 tahun ke atas memanfaatkan platform ini untuk mempelajari merek dan melihat konten yang diterbitkan. Kondisi ini menjadikan sosial media sebagai saluran potensial untuk membangun kesadaran, keterlibatan, dan kepercayaan terhadap merek, yang dapat berdampak pada peningkatan minat pembelian. Analisis dilakukan pada pengguna yang pernah berinteraksi dengan sosial media MR.DIY di Sumatera Barat. Pendekatan kuantitatif diterapkan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) pada 125 responden, menggunakan 25 indikator. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Awareness, Consumer Brand Engagement dan Brand Trust. Brand Awareness dan Brand Trust berpengaruh signifikan terhadap Purchase Intention. Social Media Marketing dan Consumer Brand Engagement tidak berpengaruh signifikan terhadap Purchase Intention. Dari seluruh konstruk yang diuji, pengaruh terbesar Social Media Marketing adalah terhadap Brand Trust, diikuti Brand Awareness dan Consumer Brand Engagement. Sementara itu, faktor terbesar yang memengaruhi Purchase Intention adalah Brand Awareness, diikuti Brand Trust. Temuan ini menegaskan bahwa keberhasilan pemasaran melalui sosial media tidak hanya bergantung pada eksposur, tetapi juga pada kemampuannya membangun pengenalan dan kepercayaan merek yang kuat. Kata kunci: Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Brand Trust, Purchase Intention. EXAMINING THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS, CONSUMER BRAND ENGAGEMENT, BRAND TRUST, AND PURCHASE INTENTION (EVIDENCE FROM MR.DIY IN WEST SUMATRA) Della Sugesti Pujangga 1, Ratni Prima Lita 2, Verinita 3 Master of Management Program, Andalas University 2220522023_della@student.unand.ac.id ABSTRACT Indonesia’s demographic structure, dominated by a productive-age population along with annual urbanization growth, lifestyles, and rising demand for practical products—particularly homewares—presents a large and promising market potential for the household retail industry. However, competition in this sector involves not only local and international brands but also rapidly growing online players such as e-commerce platforms. On the other hand, the digital behavior of Indonesian consumers offers strategic opportunities, with 66.7% of social media users aged 16 and above using these platforms to learn about brands and view published content. This condition positions social media as a potential channel for building brand awareness, engagement, and trust, which in turn can drive purchase intention. The analysis was conducted on users who had interacted with MR.DIY’s social media in West Sumatra. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 125 respondents and 25 measured indicators. The results reveal that Social Media Marketing has a positive and significant effect on Brand Awareness, Consumer Brand Engagement, and Brand Trust. Brand Awareness and Brand Trust significantly influence Purchase Intention, while Social Media Marketing and Consumer Brand Engagement does not show a significant effect on Purchase Intention. Among all constructs tested, the strongest effect of Social Media Marketing is on Brand Trust, followed by Brand Awareness and Consumer Brand Engagement. Meanwhile, the greatest factor influencing Purchase Intention is Brand Awareness, followed by Brand Trust. These findings highlight that the success of Social Media Marketing lies not only in exposure but also in its ability to foster strong brand recognition and trust. Keywords: Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Brand Trust, Purchase Intention.

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