Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh search engine optimization dan social media marketing terhadap purchase intention dengan brand awareness sebagai variabel mediasi pada produk skintific di kota banda aceh. metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner. jumlah responden dalam penelitian ini sebanyak 170 orang yang merupakan calon konsumen skintific di kota banda aceh. analisis data dilakukan menggunakan metode structural equation modeling–partial least squares (sem-pls). hasil penelitian menunjukkan bahwa brand awareness berpengaruh signifikan terhadap purchase intention. selain itu, search engine optimization berpengaruh signifikan terhadap brand awareness dan purchase intention, baik secara langsung maupun tidak langsung melalui brand awareness sebagai variabel mediasi. sementara itu, social media marketing berpengaruh signifikan terhadap purchase intention, namun tidak berpengaruh signifikan terhadap brand awareness, sehingga brand awareness tidak memediasi hubungan antara social media marketing dan purchase intention. penelitian ini memberikan implikasi teoretis dan praktis bagi pengembangan strategi pemasaran digital skintific, khususnya dalam mengoptimalkan peran mesin pencari dan media sosial untuk meningkatkan minat beli konsumen di kota banda aceh. kata kunci: social media marketing search engine optimization, brand awareness, purchase intention, skintific

ABSTRACT This study aims to analyze the effect of Search Engine Optimization and Social Media Marketing on Purchase Intention, with Brand Awareness as a mediating variable for Skintific products in Banda Aceh City. The research employed a quantitative approach, with data collected through questionnaires. A total of 170 respondents, consisting of potential consumers of Skintific in Banda Aceh City, were involved in this study. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that Brand Awareness has a significant effect on Purchase Intention. Furthermore, Search Engine Optimization significantly influences both Brand Awareness and Purchase Intention, both directly and indirectly through Brand Awareness as a mediating variable. In contrast, Social Media Marketing has a significant effect on Purchase Intention but does not significantly influence Brand Awareness, indicating that Brand Awareness does not mediate the relationship between Social Media Marketing and Purchase Intention. This study provides theoretical and practical implications for the development of Skintific’s digital marketing strategies, particularly in optimizing the roles of search engines and social media to enhance consumers’ Purchase Intention in Banda Aceh City. Keywords: Social Media Marketing Search Engine Optimization, Brand Awareness, Purchase Intention, Skintific