Article Sidebar

Download
PDF

Main Article Content

Abstract

This study aimed to examine the effects of website quality and social media marketing on purchase intention, both directly and indirectly through the mediating role of brand awareness, among business-to-business (B2B) customers of PT Sumberparts Berindo, a distributor of mechanical components, including bearings and power transmission products, in Jakarta. Unlike the initial research design, which also included corporate reputation as a moderating variable, the model presented in this study was simplified to a mediation model to provide a more parsimonious examination of the relationships between digital marketing channels and purchase intention based on the Stimulus–Organism–Response (S-O-R) framework. A quantitative causal research design was employed, and questionnaires were administered to 173 respondents selected through purposive sampling. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. The results showed that website quality and social media marketing had positive and statistically significant effects on brand awareness. Social media marketing and brand awareness also had positive and statistically significant direct effects on purchase intention, whereas the direct effect of website quality on purchase intention was not statistically significant. Brand awareness significantly mediated the relationship between website quality and purchase intention and partially mediated the relationship between social media marketing and purchase intention. The research model explained 71.9% of the variance in purchase intention (R² = 0.719) and demonstrated substantial predictive relevance (Q²predict = 0.634). These findings indicate that, in the B2B mechanical components market, improving website quality may contribute to purchase intention primarily by strengthening brand awareness.

Keywords

Website Quality Social Media Marketing Brand Awareness Purchase Intention SEM-PLS B2B

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
  2. Akgün, Z. (2020). The impact of social media marketing activities on brand equity, customer response, and purchase intention: A research on fast fashion brands. Business & Management Studies: An International Journal, 8(5), 4211–4240.
  3. Budiarti, R., & Oktama, P. D. W. (2025). Website quality, brand awareness and purchase intention: Online property purchase behaviour. Journal of Marketing and Business Research, 5(1), 15–28.
  4. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates.
  5. DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9–30.
  6. Desyanti, R., Suparno, & Arvitrida, N. I. (2025a). Remanufacturing practices in Indonesia: Case studies on heavy-duty and off-road, bearings and cartridges. In Management Science and Industrial Engineering: Proceedings of the 7th International Conference (MSIE 2025), Bali Island, Indonesia, 24–26 April 2025 (pp. 304–315).
  7. Desyanti, R., Suparno, S., & Arvitrida, N. I. (2025b). Bearing remanufacturing practices: A case study in PT. SKF Indonesia. BIS Energy and Engineering, 2, V225047–V225047.
  8. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
  9. Hien, N. N., & Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses: The moderating role of brand awareness. Journal of Business-to-Business Marketing, 29(3), 245–263.
  10. IJAZ, A. (2024). Religion and brand activism: Faith-based segments in the UK and their engagement in boycotting behaviour. In Academy of Marketing 2024: Marketing: Fusing resilience and power for public value–igniting marketing’s social spirit.
  11. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
  12. Lasrado, F., Thaichon, P., & Nyadzayo, M. W. (2023). Exploring the role of relationship management and relationship quality in B2B: Empirical insights and future research directions. Journal of Business & Industrial Marketing, 38(5), 1055–1086.
  13. Lee, J. E., Goh, M. L., & Bin Mohd Noor, M. N. (2019). Understanding purchase intention of university students towards skin care products. International Journal of Academic Research in Business and Social Sciences, 9(11), 914–928.
  14. Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42(3), 1383–1401.
  15. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
  16. Neha, J. P., & Kumar, N. (2024). Sustainable marketing initiatives and consumer perception of fast fashion brands. Textile and Leather Review, 7(1), 104–124.
  17. Nguyen, K. M., Vo, T. K. H., Nguyen, D. Q. A., Tran, T. T. H., Nguyen, K. D., & Nguyen, N. T. (2026). Sustainable purchase behavior and brand love: The impact of blockchain-enabled reviews, QR code traceability and sustainable marketing strategy in Vietnam. Asia-Pacific Journal of Business Administration, 1–35.
  18. Pratama, P. Y. A. (2025). Digital marketing transformation in business: A systematic literature review on trends, challenges, and strategic impacts. International Journal of Smart Business and Technology, 1(1), 1–8.
  19. Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. SmartPLS. https://www.smartpls.com
  20. Tarabieh, S. M. Z. A. (2022). The impact of social-media marketing activities on consumers' loyalty intentions: The mediating roles of brand awareness, consumer brand engagement and brand image. Jordan Journal of Business Administration, 18(4), 477–499.