The Influence of Social Media Marketing on Brand Awareness and Purchase Intention: An Empirical Study on FiberCreme in Indonesian Market

Purpose: The research investigates the influence of social media marketing on brand awareness and purchase intention within the Indonesian non-dairy creamer sector, using FiberCreme as a case study. The objectives encompass analyzing the impact of social media marketing on brand awareness and purchase intention and the mediating effect of brand awareness in the correlation between social media marketing and purchase intention. Design/methodology/approach: The research adopted a quantitative methodology, applying second-order analysis to assess the dimensions of social media marketing. Data was gathered via a questionnaire administered to 150 respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings: The research indicates that social media marketing significantly improves brand awareness and purchase intention. Brand awareness also mediates the relationship between social media marketing and purchase intention. Among the elements of social media marketing, all dimensions are positively influential, with “Customization” having the highest significance. Research limitations/implications: The research is limited to the non-dairy creamer sector in Indonesia, with a specific focus on FiberCreme as a case study. The data was collected through an online questionnaire with 150 respondents, which may not fully represent the broader consumer base. This study contributes to the theoretical understanding of social media marketing by highlighting its role in enhancing brand awareness and purchase intention, particularly in emerging markets. It emphasizes the mediating role of brand awareness and the importance of customization and trendiness as key dimensions. Practically, businesses in the non-dairy creamer industry can apply these findings by prioritizing customized, trend-driven social media strategies to boost brand awareness and drive purchase intentions. Originality/value: The research enhances the existing literature on social media marketing by offering empirical evidence about its influence on brand awareness and purchase intention in emerging markets such as Indonesia. It underscores the significance of social media marketing in influencing consumer behavior, offering actionable insights for businesses in the non-dairy creamer industry.