The Mediating Role of Brand Awareness in Social Media Marketing’s Impact on Brand Image

Instagram is one of the most fashionable social media platforms for business promotion. As one of the coffee shops, Kopitagram also utilizes this platform to make people aware and have an image on their minds in the competitive market to be its consumers. Consequently, this research aims to prove three things. The first is the influence of social media marketing (SMM) on brand awareness (BA) and image (BI). The second is the impact of BA and BI. The third is the mediating effect of BA on the association between SMM and BI. Taking 203 customers of Kopitagram in Bandung as the sample, using a purposive sampling method and survey technique, this study analyzes their responses based on a covariance-based structural equation model to examine four hypotheses proposed with related statistical features. Finally, this study concludes that social media marketing effectively elevates the brand awareness and image of the consumers. Furthermore, BA can enhance BI. Finally, the mediating effect of BA is proven. This situation can increase revenue and profits for the related coffee shop.