The Role of Brand Awareness in Mediating the Influence of Promotional Content on Social Media on Purchase Intentions (A Study of Consumers of OH! SOME Brand Accessories in Denpasar City)

Elvira Yuninda Sufa Dwi Putri; Ni Wayan Sri Suprapti

doi:10.55927/fjmr.v4i11.496

Authors

Elvira Yuninda Sufa Dwi Putri Udayana University
Ni Wayan Sri Suprapti Udayana University

DOI:

https://doi.org/10.55927/fjmr.v4i11.496

Keywords:

Promotional Content, Social Media, Brand Awareness, Purchase Intention, Marketing Communication

Abstract

This study investigates the mediating role of brand awareness in the relationship between promotional content on social media and purchase intention, focusing on consumers of OH! SOME accessories in Denpasar City. Using a quantitative approach with an associative research design, data were collected from 120 respondents through an online questionnaire and analyzed with path analysis and Sobel test. The findings reveal that promotional content on social media has a positive and significant effect on both brand awareness and purchase intention. Brand awareness also significantly influences purchase intention and plays a mediating role in bridging the impact of social media promotional content on consumers’ purchase intention. These results emphasize the importance of engaging, informative, interactive, and trend-relevant social media content to enhance consumer awareness and stimulate purchasing behavior. The study contributes to marketing communication literature by highlighting how brand awareness bridges the effectiveness of digital promotional strategies with consumer purchase decisions in the accessories retail industry.

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