Peran Kesadaran Merek Memediasi Pengaruh Daya Tarik Media Sosial Terhadap Niat Beli

I Putu Indra Arya Wardana; Ni Made Purnami

doi:10.47709/jebma.v6i1.7985

Authors

I Putu Indra Arya Wardana Universitas Udayana
Ni Made Purnami Universitas Udayana

DOI:

https://doi.org/10.47709/jebma.v6i1.7985

Keywords:

Daya Tarik Media Sosial, Kesadaran Merek, Niat Beli

Abstract

Penelitian ini bertujuan untuk menganalisis peran kesadaran merek sebagai variabel mediasi dalam hubungan antara daya tarik konten media sosial dan niat beli konsumen pada Top Kitchen, sebuah usaha makanan yang berlokasi di Kabupaten Klungkung. Media sosial telah dimanfaatkan sebagai sarana promosi, namun efektivitasnya dalam mendorong niat pembelian belum sepenuhnya optimal. Penelitian ini menggunakanpendekatan kuantitatif dengan melibatkan 100 responden yang mengetahui Top Kitchen melalui aktivitas media sosial. Pemilihan responden dilakukan menggunakan teknik purposive sampling, sedangkan pengumpulan data dilakukan melalui kuesioner berbasis daring. Data yang diperoleh dianalisis menggunakan analisis jalur dengan bantuan perangkat lunak SPSS versi 25 serta uji Sobel untuk menguji peran mediasi. Hasil penelitian menunjukkan
bahwa daya tarik konten media sosial berpengaruh positif dan signifikan terhadap niat beli konsumen serta berpengaruh positif terhadap kesadaran merek. Kesadaran merek juga terbukti memberikan pengaruh positif terhadap niat beli. Hasil pengujian lanjutan menunjukkan bahwa kesadaran merek berperan sebagai mediator parsial dalam hubungan antara daya tarik konten media sosial dan niat beli. Temuan ini mengindikasikan bahwa kualitas visual konten, konsistensi pesan yang disampaikan, serta tingkat interaksi dengan audiens memiliki kontribusi penting dalam membentuk persepsi merek. Pengelolaan konten media sosial yang menarik dan interaktif berpotensi meningkatkan kesadaran merek sekaligus memperkuat niat beli konsumen terhadap Top Kitchen.

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