Social Media Marketing, Word of Mouth on Purchase Intention on Samsung Galaxy Z Fold 6 Smartphone in Pontianak City, Brand Awareness as an Intervening Variable

This study aims to analyze the extent to which marketing through social media and word of mouth recommendations can have an impact on brand awareness and purchase intention of the Samsung Galaxy Z Fold 6 smartphone in Pontianak City. This study applies a survey design with a quantitative approach to understand the causal relationship between variables. Therefore, this study uses a causal research design. Sampling was carried out online by distributing online questionnaires to respondents who met the predetermined criteria. The object of this study is the Samsung Galaxy Z Fold 6 smartphone product. Data collection took place during April 2025. The data source came from 117 respondents who used Instagram social media and had a purchase interest in the Samsung Galaxy Z Fold 6 smartphone product. The data collected was analyzed using the SEM-PLS method or using the SmartPLS4 application. The test results show that Social Media Marketing does not have a significant direct effect on Purchase Intention, but has a significant effect through Brand Awareness, which then affects Purchase Intention. Word of Mouth has been shown to have a significant effect both directly on Purchase Intention and through Brand Awareness. These results confirm that Brand Awareness plays an important mediating role in the relationship between Social Media Marketing and Word of Mouth on Purchase Intention