Analysis of Word of Mouth and Social Media Marketing on Purchase Decisions with Brand Awareness as Intervening Variable at Mitrakuli.Id

Authors

  • Dicky Tanzila Suryanto Universitas Ciputra, Indonesia
  • Cliff Kohardinata Universitas Ciputra, Indonesia

DOI:

https://doi.org/10.59141/jrssem.v5i1.962

Keywords:

Word Of Mouth, Social Media Marketing, Brand Awareness, Purchase Decision

Abstract

Abstract. Indonesia is experiencing significant development in the infrastructure sector with a projected construction market growth of 5.48% by 2025. This trend is driving the increasing demand for project tool leasing as a cost and time efficient solution for small to medium-sized contractors. PT. Mitra Kuli Indonesia (Mitrakuli.id) is a newcomer in the project equipment rental business in East Java, especially Malang City. However, as a new brand, the company faces challenges in building a loyal customer base. Sales data shows revenue instability, which is allegedly caused by increased competition in the industry. Competitors fall into two categories: legacy companies that rely on Word Of Mouth (WOM) and new companies that leverage digital marketing. Previous studies have shown that Word Of Mouth plays a significant role in building customer trust, while digital marketing allows new companies to reach a wider audience and increase customer engagement. With so many competitors, Mitrakuli.id need to increase Brand Awareness to stay competitive. This study aims to analyze the influence of Word Of Mouth and Social Media Marketing on the decision to purchase project equipment rental services, with Brand Awareness as an intervening variable. The results of the research are expected to provide strategic insights for the industry in designing marketing strategies that are more effective and relevant to current market conditions.

Downloads

Published

2025-08-08

How to Cite

Suryanto, D. T., & Kohardinata, C. . (2025). Analysis of Word of Mouth and Social Media Marketing on Purchase Decisions with Brand Awareness as Intervening Variable at Mitrakuli.Id. Journal Research of Social Science, Economics, and Management, 5(1), 2714–2727. https://doi.org/10.59141/jrssem.v5i1.962

Issue

Vol. 5 No. 1 (2025): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2025 Dicky Tanzila Suryanto, Cliff Kohardinata

Creative Commons License

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

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.