The Influence Of Social Media Advertising On Ice Cream Purchase Decisions In Indonesia

Annisa Giani Zahra; Mahrinasari MS; Dorothy Rouly H. Pandjaitan

doi:10.63922/ijebir.v4i04.2063

Annisa Giani Zahra Faculty of Economics and Business, University of Lampung, Indonesia
Mahrinasari MS Faculty of Economics and Business, University of Lampung, Indonesia
Dorothy Rouly H. Pandjaitan Faculty of Economics and Business, University of Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.2063

Keywords: advertising, brand awareness, perceived quality, consumer purchasing behavior, brand loyalty

Abstract

This study examines the influence of advertising on consumer purchasing behavior and brand loyalty, highlighting the mediating role of brand awareness and the moderating effect of perceived quality. Previous studies, such as Zhao et al. (2022), have demonstrated this relationship within the cosmetics industry, but the application of a similar framework remains limited in the fast-moving consumer goods (FMCG) sector in emerging markets like Indonesia. Furthermore, the role of perceived quality in influencing the strength of brand awareness on purchasing outcomes has not been widely explored empirically. To address this gap, this study adapts the Zhao et al. model using Wall’s ice cream as a case study. A quantitative approach was employed by collecting data from 300 respondents through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The findings indicate that advertising significantly affects brand awareness and brand loyalty but does not directly influence consumer purchasing behavior. Brand awareness serves as a mediator, while perceived quality only moderates the relationship between brand awareness and purchasing behavior.

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