Hanesta, Rafael Arayodha Erland and Purbawati, Dinalestari (2026) THE IMPACT OF SOCIAL MEDIA PROMOTION AND ELECTRONIC WORD-OF-MOUTH (E-WOM) ON PURCHASE DECISIONS: THE MEDIATING ROLE OF BRAND AWARENESS (A STUDY ON LENOVO CONSUMERS IN SEMARANG). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The development of digital technology and the increasing use of social media have
changed the way companies build relationships with consumers. In the increasingly
competitive laptop industry, companies are required to utilize social media and
Electronic Word-of-Mouth (E-WOM) as effective marketing tools to increase brand
awareness and drive consumer purchasing decisions. Lenovo, as one of the leading
laptop brands, also utilizes various digital platforms to strengthen its position in the
market and increase consumer interest in its products.
This study aims to analyze the influence of Social Media Promotion and Electronic
Word-of-Mouth (E-WOM) on Purchasing Decisions with Brand Awareness as a
mediating variable on Lenovo consumers in Semarang. Specifically, this study
examines the direct influence of Social Media Promotion and E-WOM on Brand
Awareness and Purchasing Decisions, as well as examining the role of Brand
Awareness in mediating the relationship. This study uses a quantitative approach
with an explanatory research method on 100 respondents who are Lenovo
consumers in Semarang.
Overall, this study seeks to provide an understanding of the importance of digital
promotional strategies and electronic word-of-mouth communication in building
brand awareness and driving consumer purchasing decisions. The implications of
this research are expected to serve as a consideration for companies in designing
more effective digital marketing strategies to enhance brand competitiveness amidst
technological developments and changing consumer behavior.
Keywords: Social Media Promotion, Electronic Word-of-Mouth (E-WOM), Brand
Awareness, Purchasing Decision, Lenovo.
160 Administrasi Bisnis 2026

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