The Role Of Brand Awareness Mediation In The Influence Of Advertising And Sales Promotions On Purchase Decisions On Shopee Among University Students Of North Sumatra
Abstract
The rapid growth of e-commerce has intensified competition among digital platforms, requiring effective marketing strategies to influence consumer purchasing decisions. Shopee, despite being the most visited marketplace in Indonesia, still faces issues such as high product returns, consumer complaints, and information gaps. This study examines the influence of advertising and sales promotion on purchase decisions, as well as the mediating role of brand awareness among students at the University of North Sumatra. Using a quantitative approach, data were collected from 40 respondents through purposive sampling and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that advertising, sales promotion, and brand awareness significantly affect purchase decisions. However, brand awareness does not significantly mediate the relationship between advertising or sales promotion and purchase decisions. These findings indicate that advertising and sales promotions remain the primary drivers of consumer decisions on Shopee.
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