PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA TOMORO COFFEE NGAWI

SHOLIHAH, IFADAA GUS ANITA MAR’ATUS (2026) PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA TOMORO COFFEE NGAWI. S1 thesis, Universitas PGRI Madiun.

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Abstract

The increasingly intense competition in the modern coffee shop industry requires business operators such as Tomoro Coffee Ngawi to understand the factors that drive consumer purchase decisions, particularly through social media marketing activities, brand image, and lifestyle, with brand awareness serving as one of the connecting factors. This study aims to determine the influence of social media marketing, brand image, and lifestyle on purchase decisions, both directly and through brand awareness as a mediating variable, among consumers of Tomoro Coffee Ngawi. This study employs a quantitative approach with a causal research design. The population consists of all consumers of Tomoro Coffee Ngawi, which is considered an infinite population, with a sample of 385 respondents determined using the Lemeshow formula and selected through a non-probability sampling technique, specifically purposive sampling. Data were collected, supported by observation, documentation, and literature review, and were then analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) technique with the assistance of SmartPLS version 4. The results of this study are expected to provide insight into the role of social media marketing, brand image, and lifestyle in shaping brand awareness and driving consumer purchase decisions, as well as to serve as input for coffee shop business operators in developing more effective marketing strategies.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Social Media Marketing; Brand Image; Lifestyle; Brand Awareness; Keputusan Pembelian
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANITA GUS IFADAA
Date Deposited:	20 Oct 2026 03:26
Last Modified:	20 Oct 2026 03:26
URI:	http://eprint.unipma.ac.id/id/eprint/10451

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