| dc.description.abstract | Internet users in Indonesia have reached 88.1 million and around 79 million are active social media users. The
high phenomenon of using social media which is considered quite effective for promotion and sales is used by
marketers in developing their business through online marketing on social media, one of which is Instagram.
Instagram becomes one of the favorite social media that can help companies simplify their business products and
services. Through Instagram, entrepreneurs can interact with consumers by sharing photos and videos. For some
people, online purchases made through Instagram are considered more effective and efficient in creating online
purchase intentions. The purpose of this research is to find out whether Instagram's social media marketing can
influence interest in buying online through mediating variables of brand awareness, value awareness, and price
awareness. The research method used is quantitative research with partial least square analysis. This study used a
questionnaire and was measured with a Likert scale on 240 respondents of SME's customers. The results of this
study indicate that Instagram social media marketing can make online purchase intentions without additional
assistance by mediating variables brand awareness, value awareness, and price awareness. | en_US |
