The Influence of Social Media Marketing on Purchase Impulses with Brand Attentiveness as A Mediating Variable on UMKM X

Felix  Sutisna; Tessa  Handra; Yustina Peniyanti Jap

doi:10.34306/att.v5i2.247

Authors

Felix Sutisna Universitas Multimedia Nusantara
Tessa Handra Universitas Multimedia Nusantara
Yustina Peniyanti Jap Universitas Tarumanegara

DOI:

https://doi.org/10.34306/att.v5i2.247

Keywords:

Social Media Marketing, Brand Attentiveness, Purchase Impulsion

Abstract

The purpose of this study was to analyze the effect of social media marketing on purchase impulses mediated by brand attentiveness. This research has three variables, namely social media marketing, brand attentiveness, and purchase impulse. The sample in this study was 231 customers of UMKM X. The method of analysis in this study was SEM partial least squares (PLS) analysis. PLS-SEM analysis was carried out through secondary data collection and hypothesis testing. The results showed that all 4 hypotheses were significant.

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