PERAN BRAND AWARENESS DALAM MENINGKATKAN EFEKTIVITAS INFLUENCER MARKETING TERHADAP MINAT BELI PRODUK UMKM
DOI:
https://doi.org/10.51903/dinamika.v6i2.1491Keywords:
Influencer Marketing, Purchase Intention, Brand Awareness, MSMEs, Millennials and Generation ZAbstract
The advancement of digital technology has fundamentally transformed how MSMEs promote their products, with influencer marketing emerging as a key strategy for directly engaging consumers via social media platforms. This study aims to analyze the impact of influencer marketing on purchase intention for MSME products, with brand awareness serving as a mediating variable among Millennial and Generation Z consumers residing in Semarang Regency. A quantitative approach was employed, utilizing Partial Least Square-based Structural Equation Modeling (PLS-SEM) for analysis. Data were collected from 100 respondents using purposive sampling. The findings reveal that influencer marketing has a positive and significant impact on both brand awareness and purchase intention; brand awareness also positively and significantly influences purchase intention; and brand awareness effectively mediates the impact of influencer marketing on purchase intention for MSME products.
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