The Pengaruh Social Media Marketing Melalui Instagram Terhadap Purchase Intention yang Dimediasi Brand Awareness di Interkultural Edukasi Partner

The potential for consumer interaction and the intensity of use social media is a promising opportunity companies to carry out marketing. In other words, that do not marketing will lose reach their consumers so recognize product. turn, it have an impact on decline in purchase intention these consumers. purpose this study was determine effect marketing, brand awareness, intention. sample 127 respondents from Bandung who had accessed Interkultural Edukasi Partner's Instagram account past year but never been registered as student. data processed using variance-based structural equation model (SEM) with partial least squares (PLS). results show there no direct influence intention, awareness through awareness.