MOBILE MARKETING AND BRAND AWARENESS IMPACT ON PURCHASE INTENTION AMONG AYAM JUBER (JUARA BERTAHAN) CONSUMERS

Abstract

This study aims to analyze the influence of mobile marketing on purchase intention among Ayam JUBER consumers, with brand awareness as a mediating variable. As a mini quantitative research, the study employs an explanatory approach to test causal relationships between variables within the context of student-based culinary microbusinesses. Using a cross-sectional survey design, data were collected from 85 Instagram users aged 18–25 years who have been exposed to Ayam JUBER’s mobile promotions. Measurement instruments were adapted from established scales by Gao et al. (2021), Keller (2020), and Kotler & Armstrong (2021), and analyzed using PROCESS Macro Model 4 by Hayes (2022). The results indicate that mobile marketing has a significant positive effect on brand awareness (β = 0.3333; p < 0.001) and directly influences purchase intention (β = 0.3471; p < 0.001). Furthermore, brand awareness significantly affects purchase intention (β = 0.5112; p < 0.001) and mediates the relationship between mobile marketing and purchase intention (indirect β = 0.1704). These findings confirm that consistent and targeted mobile marketing can enhance consumer awareness, shape positive brand perceptions, and stimulate purchase intention among Gen Z consumers. Theoretically, this study reinforces the AIDA model and the mediating role of brand awareness in digital purchase behavior. Practically, it suggests that small culinary brands should leverage personalized and engaging mobile content to strengthen emotional connection and conversion intent. Future research could expand the sample scope or integrate additional psychological factors such as trust or digital fatigue to deepen insights into mobile consumer behavior.