Pengaruh Meta Ads Terhadap Purchase Intention Produk Sgrow Melalui Customer Engagement dan Brand Awareness

Abstract

This study aims to examine the influence of Meta Ads on the Purchase Intention of Sgrow products by considering the mediating roles of Customer Engagement and Brand Awareness. The research background is based on the growing use of Meta platforms (Facebook and Instagram) as digital marketing tools in Indonesia, and the importance of fostering customer involvement and brand recognition to drive consumer purchasing decisions. This study adopts a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 120 respondents who are active social media users exposed to Sgrow product advertisements via Meta Ads. The analysis technique employed is path analysis using SPSS version 27. The results reveal that Meta Ads significantly influence both Customer Engagement and Brand Awareness. Furthermore, both mediating variables show a significant effect on Purchase Intention. These findings highlight the crucial role of Meta Ads in enhancing consumer engagement and brand awareness, thereby increasing consumers’ purchase intention toward a product.