Social Media Marketing and Brand Awareness as Drivers of Purchase Decisions Insights from the Theory of Planned Behavior in the Beauty Industry

Abstract

This study aims to analyze the effect of social media marketing on purchasing decisions, with brand awareness as a mediating variable, in the case of Scarlett Whitening, using the Theory of Planned Behavior (TPB) perspective. A quantitative approach was employed with a survey design involving 150 students from Alma Ata University, Yogyakarta, who had purchased Scarlett Whitening products. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing has a positive and significant effect on purchasing decisions and brand awareness. Brand awareness also has a positive and significant effect on purchasing decisions and partially mediates the relationship between social media marketing and purchasing decisions. Theoretically, this study reinforces TPB in the digital marketing context, emphasizing that attitudes, subjective norms, and perceived behavioral control can be shaped through social media marketing strategies and brand awareness. Practically, the findings suggest that Scarlett Whitening should maintain authentic, creative, and consistent promotional content across multiple social media platforms to build brand awareness and encourage purchasing decisions. The novelty of this study lies in integrating TPB variables with social media marketing and brand awareness within the local beauty industry context.