The Influence of Website Quality and Social Media Marketing on Purchase Intention with Brand Awareness as a Mediation Variable: A Study on B2B Customers of PT. Sumberparts Berindo

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.