Social Media Marketing and Brand Awareness for Purchasing Decisions
Keywords:
social media marketing, brand awareness, purchase decision
Abstract
The digital era has transformed social media platforms such as Instagram, TikTok, and Facebook into primary communication and promotional tools in the business world, serving as strategic and interactive marketing channels between businesses and consumers. This study employs a descriptive qualitative method based on literature review as the foundation for data collection and analysis to examine the influence of brand awareness built through social media on purchasing decisions. The findings indicate that brand awareness gained from social media promotional activities has a significant influence on consumers' decisions to purchase products. Brand awareness has proven to be a key element in purchasing behaviour
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Zhang, G. (2023). The Influence of Social Media Marketing on Consumers Behavior. Management Research and Economic.
Bachri, S., Putra, S., Farid, S. E., Darman, D., & Mayapada, G. A. (2023). The Digital Marketing to Influence Customer Satisfaction Mediated by Purchase Decision. Jurnal Aplikasi Manajemen.
Bonaldy, G. N., Tulung, J. E., & Gunawan, E. M. (2023). The Influence of Social Media Marketing on Purchase Decision Through Brand Awareness of Local Brand Sulawesi Utara Cap Tikus. Jurnal EMBA.
Cokki, Soelaiman, L., & Tjokrosaputro, M. (2024). The Impact of Virtual Influencer Product Placement on Brand Awareness in Indonesia. Innovative Marketing.
Elisari, A. P., & Sukaatmadja, I. P. (2021). Pengaruh Brand Awareness Terhadap Purchase Intention Dimediasi oleh Perceived Quality dan Brand Loyalty. Jurnal Manajemen.
Evita, A., & Ali, A. (2023). Pemanfaatan Media Sosial Oleh Public Relations Banban Tea untuk Pembentukan Citra Merek. e-Proceeding of Management. Bandung : Telkom University.
Faisal, A., & Ekawanto, I. (2021). The Role of Social Media Marketing in Increasing Brand Awareness, Brand Image, and Purchase Intention. Indonesian Management and Accounting Research.
Fitriani, N., Setiawan, D., Aryani, Y. A., & Arifin, T. (2023). Does Social Media Affect Performance in E-Commerce Business? The role of Customer Management. Journal of Open Innovation: Technology, Market and Complexity.
Gunawan, L., Haryano, S., & Andreani, F. (2021). Social Media Influencer, Brand Awareness, and Purchase Decision Among Generation Z in Surabaya. Jurnal Manajemen dan Kewirausahaan.
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., . . . Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key Drivers of their shopping decisions. Journal of Open Innovation: Technology, Market and Complexity.
Indiani, L. N., Wayan, N., Sudiartini, A., Komang, N., & Tri, A. (2022). Pengaruh Brand Image, Awareness, dan Trust terhadap Keputusan Pembelian Melalui Digital Marketing pada Produk Dupa Harum Grosir. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan.
Ramadhani, D. I., & Zaini, M. (2023). Pengaruh Brand Ambassador Social Media Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna Scarlett Whitening. Jurnal Ilmiah Manajemen Ekonomi dan Akuntansi.
Sary, K. A., Hudayah, S., Abidin, Z., & Kuleh, Y. (2022). Bibliometric: Social Media Marketing and Adoption in Indonesia. Journal of Social Science.
Setiawan, D. N., & Sirait, T. (2024). Influence of Social Media Marketing Instagram and Brand Awareness on Purchase Decisions of PT. Mepro's Products. Journal of World Science.
Sitorus, A. S. (2022). Brand Marketing: The Art of Branding. Jakarta: Media Sains Indonesia.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R & D (edisi 5). CV. Alfabeta.
Suharto, Yuliansyah, & Suwarto. (2021). Social Media Marketing, Online Customer Reviews and Brand Awareness on Purchase Decision. Academy of Strategy Management Journal.
Zhang, G. (2023). The Influence of Social Media Marketing on Consumers Behavior. Management Research and Economic.
Published
2025-08-13
How to Cite
Benedicta Gisella S., Rahel Noprianti S, & M. Rachman Mulyandi. (2025). Social Media Marketing and Brand Awareness for Purchasing Decisions. International Journal of Economics, Business and Innovation Research, 4(05), 141-148. https://doi.org/10.63922/ijebir.v4i05.2203
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