Record Detail

Pembimbing:Adi Susilo Jahja, Ph.D.--This study aims to analyze the effect of Social Media Marketing on Purchase
Intention with Mediating Variables Brand Image and Brand Awareness on travel
insurance products in Indonesia. The objective is to understand how social media
marketing influences the decision-making process regarding the purchase of travel
insurance. The study employed purposive sampling, gathering data through a
questionnaire distributed to 240 respondents. Quantitative analysis included outer
and inner model analyses, as well as hypothesis testing. The findings indicate that:
(1) Social Media Marketing significantly and positively affects Purchase Intention;
(2) Social Media Marketing has a positive and significant impact on Brand Image;
(3) Social Media Marketing also has a positive and significant effect on Brand
Awareness; (4) Brand Image positively influences Purchase Intention; (5)
Similarly, Brand Awareness shows a positive and significant effect on Purchase
Intention; (6) Brand Image acts as a mediator in the relationship between Social
Media Marketing and Purchase Intention; (7) Likewise, Brand Awareness mediates
the relationship between Social Media Marketing and Purchase Intention.