Electronic Resource

Peran Social Media Marketing, Brand Awareness, dan Harga Terhadap Keputusan Pembelian Mie Gacoan Pada Platform Marketplace GoFood

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This research aims to analyze the influence of Social Media Marketing, Brand Awareness and Price variables on purchasing decisions for Gacoan Noodles on the GoFood marketplace platform. This research uses quantitative methods with the research object being Generation Z Mie Gacoan consumers in Jabodetabek. In this research, the Structural Equation Model (SEM) analysis technique was used with the Partial Least Square (PLS) method and the data was processed with the help of the SmartPLS 4 application. The results of this research stated that the role of Social Media Marketing, Brand Awareness, and Price had a positive and significant effect on Decision to Purchase Gacoan Noodles on the GoFood marketplace platform. There is an indirect influence between Social Media Marketing, Brand Awareness, and Purchasing Decisions which shows positive and significant results.

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Availability

Detail Information

Series Title

pp.357–369

Call Number

-

Publisher

Purwakarta : Jurnal Ekonomi dan Bisnis., 2024

Collation

MBS

Language

Indonesia

ISBN/ISSN

2654-5837

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 13 No. 3 September 2024

Subject(s)

Social Media Marketing
Purchase Decision
brand awareness
Structural Equation Model

Specific Detail Info

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Statement of Responsibility

Agus Azmi Alfizar, Saniatun Nurhasanah

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