Mediasi Kesadaran Merek dalam Pengaruh Pemasaran Media Sosial terhadap Niat Beli Konsumen Indonesia
DOI:
https://doi.org/10.31940/jbk.v22i1.13-26Keywords:
Pemasaran Media Sosial, Kesadaran Merek, Niat Pembelian, Stimulus Organism Response (SOR), IndonesiaAbstract
Dominasi media sosial dalam keseharian masyarakat Indonesia telah mengubah lanskap pemasaran, khususnya bagi UMKM yang bertumpu pada kanal digital. Namun, banjir informasi di platform digital menuntut pemahaman yang lebih dalam tentang mekanisme psikologis yang mengantar konsumen dari sekadar terpapar konten hingga berniat membeli. Berlandaskan teori Stimulus-Organism-Response (SOR), penelitian ini bertujuan menganalisis peran kesadaran merek dalam menjembatani pengaruh pemasaran media sosial terhadap niat beli. Pendekatan kuantitatif diterapkan melalui survei terhadap 520 pengguna aktif media sosial di Indonesia, dianalisis menggunakan CB-SEM. Temuan mengkonfirmasi bahwa pemasaran media sosial berperan penting dalam membangun kesadaran merek (β = 0,849; p = 0,000) dan mendorong niat beli, baik secara langsung (β = 0,385; p = 0,000) maupun tidak langsung. Analisis mediasi membuktikan kesadaran merek memainkan peran vital sebagai mediator parsial, dengan pengaruh tidak langsung (0,436) melampaui pengaruh langsungnya. Hal ini mengindikasikan bahwa kekuatan pemasaran media sosial tidak terletak pada dampak instant, melainkan pada kemampuannya menanamkan merek dalam ingatan konsumen secara bertahap. Studi ini menegaskan bahwa membangun kesadaran merek merupakan tahap kritis yang tidak boleh dilewatkan dalam strategi pemasaran digital, terutama bagi UMKM yang ingin bertransformasi dari sekadar viral menjadi truly memorable di benak konsumen.
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