The Influence of Social Media Marketing, Electronic Word of Mouth and Advertising Effectiveness on Purchase Intent Through Brand Awareness
Current Language EN
English English Türkçe Türkçe Español Español Português Português Pусский Pусский Filipino Filipino Tiếng Việt Tiếng Việt हिन्दी हिन्दी العربية العربية বাংলা বাংলা Deutsch Deutsch 中文 中文

The Influence of Social Media Marketing, Electronic Word of Mouth and Advertising Effectiveness on Purchase Intent Through Brand Awareness

Rimiyati, Hasnah; Maritza Salma Anisa
Journal of Business and Halal Industry 2026 Vol. 3 pp. (2):16
7
hasnah2026the

Abstract

This research aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth, and Advertising Effectiveness on Purchase Intention through Brand Awareness. The object of this study is potential consumers of Maxim online transportation services. The sampling technique used is non-probability sampling with the purposive sampling method, and the sample size is 215 respondents. Data collection was conducted through a questionnaire, and the analytical tool used is AMOS version 22 with Structural Equation Modeling (SEM) data analysis technique. The results of this study show that social media marketing has a positive and significant influence on brand awareness, electronic word of mouth has a positive and significant influence on brand awareness, advertising effectiveness has a positive and significant influence on brand awareness, brand awareness has a positive and significant influence on purchase intention, social media marketing has a positive and significant influence on purchase intention,  Electronic word of mouth has a positive and significant influence on purchase intention, advertising effectiveness has a positive but not significant influence on purchase intention, brand awareness can partially mediate the influence of social media marketing on purchase intention, brand awareness can partially mediate the influence of electronic word of mouth on purchase intention, and brand awareness can fully mediate the influence of advertising effectiveness on purchase intention.

Access

DOI:
10.47134/jbhi.v3i2.1034
URL:
https://doi.org/10.47134/jbhi.v3i2.1034

Citation

ID: 283933
Ref Key: hasnah2026the
Use this key to autocite in SciMatic or Thesis Manager

References

References

No Bibliography

Blockchain Verification

Account:
NFT Contract Address:
0x95644003c57E6F55A65596E3D9Eac6813e3566dA
Article ID:
283933
Unique Identifier:
10.47134/jbhi.v3i2.1034
Network:
Scimatic Chain (ID: 481)
Blockchain Readiness Checklist
Authors
Abstract
Journal Name
Year
Title
5/5
Creates 1,000,000 NFT tokens for this article
Token Features:
  • ERC-1155 Standard NFT
  • 1 Million Supply per Article
  • Transferable via MetaMask
  • Permanent Blockchain Record
Blockchain QR Code
Scan with Saymatik Web3.0 Wallet
Gas fees required in SCI Coins
Buy SCI

Saymatik Web3.0 Wallet

Google Play
App Store