Research on the relationship between social media marketing, brand awareness, and consumer purchase decisions has been conducted through different contexts. However, a study on the causal relationships among the three variables in the context of personal c are stores in the greater areas of Jakarta has yet to be conducted. Personal care stores become an interesting research object, especially during the pandemic of Covid-19. In addition to investigating the causal effect among the variables of social media marketing, brand awareness, and consumer purchase decision, a researcher can also investigate whether there is a shifting consumer behavior from healthy to beauty products during the pandemic era. Hence, the purpose of this research is to investigate the impact of social media marketing on consumer purchase decisions. This research also seeks to examine how brand awareness mediates this primary effect, in which the data was collected through an online questionnaire. The total number of respondents for this study were 100 (81% females; 19% males), obtained from customer of personal care stores in Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) area. Data analysis was performed using SmartPLS in order to analyze the data collected. The results proved a significant impact gained on both brand awareness and consumer purchase decisions by using social media marketing. Correspondingly, it found support for the mediating role of brand awareness. This research extends prior studies by investigating the relationship among variables under study in the context of personal care stores in greater Jakarta during the Covid-19 pandemic. Moreover, the findings provide marketing academics and practitioners insights into and offer a conceptual framework for future research.


Keywords: Brand awareness, Consumer purchase decision, Covid19, Personal care stores, Social media marketing.