Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (E -WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI DI MAKALU COFFEE (STUDI PADA GEN-Z DI KOTA SOLO)

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  • Deny Fadha Permana,
  • Mutya Paramita
Deny Fadha Permana
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta
Mutya Paramita
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta
DOI: https://doi.cibangsa.org/DOI-2026-193

Published 2026-09-14

Keywords

  • social media marketing,
  • electronic word of mouth,
  • brand awareness,
  • keputusan pembelian,
  • Generasi Z

How to Cite

PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (E -WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI DI MAKALU COFFEE (STUDI PADA GEN-Z DI KOTA SOLO). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://doi.cibangsa.org/DOI-2026-193

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan electronic word of mouth (E -WOM) terhadap brand awareness serta dampaknya terhadap keputusan pembelian pada konsumen Generasi Z di Makalu Coffee, dengan brand awareness sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Data primer dikumpulkan melalui kuesioner kepada 120 konsumen Generasi Z Makalu Coffee yang dipilih menggunakan purposive sampling. Analisis data dilakukan dengan Partial Least Square-Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS melalui evaluasi outer model, inner model, serta pengujian pengaruh langsung dan tidak langsung dengan bootstrapping. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness (β = 0,328; t = 5,480; p = 0,000) dan keputusan pembelian (β = 0,245; t = 3,496; p = 0,001). Electronic word of mouth berpengaruh positif dan signifikan terhadap brand awareness (β = 0,554; t = 9,006; p = 0,000) dan keputusan pembelian (β = 0,305; t = 3,778; p = 0,000). Brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,392; t = 4,529; p = 0,000). Selain pengaruh langsung, brand awareness terbukti memediasi pengaruh social media marketing terhadap keputusan pembelian (β = 0,129; t = 3,632; p = 0,000) dan E-WOM terhadap keputusan pembelian (β = 0,217; t = 3,641; p = 0,000). Nilai Adjusted R² sebesar 0,541 untuk brand awareness dan 0,617 untuk keputusan pembelian menunjukkan kemampuan model yang moderat menuju kuat.
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References

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