Influence of Social Media Marketing on Brand Awareness in Purchase Decisions of Umrah Travel Packages

DOI

10.2991/978-94-6239-709-5_166How to use a DOI?

Keywords

Social Media Marketing; Brand Awareness; Purchase Decisions; Umrah Packages; PLS-SEM

Abstract

This study aims to analyze the effect of social media marketing on the decision to purchase umrah packages with brand awareness as a mediating variable. The study was conducted on 100 respondents who were prospective umrah pilgrims in Makassar City using a quantitative approach through accidental sampling. Data were collected using a Likert scale questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that social media marketing had a significant effect on increasing brand awareness, which then had a positive impact on the decision to purchase umrah packages. These findings indicate that digital marketing strategies through social media not only build a positive image but also strengthen the trust and loyalty of pilgrims, thereby encouraging them to be more confident in making their choices. The implications of this study emphasize that umrah travel agencies need to optimize their social media-based marketing strategies by presenting educational, interactive, and transparent content, as well as strengthening their brand image through testimonials and the use of influencers. From an academic perspective, this research provides empirical contributions by enriching the literature on the role of brand awareness as a mediator in the relationship between social media marketing and purchasing decisions, especially in the context of the religious travel industry in Makassar, which has been rarely studied.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Risda Radianti Ramli
PY  - 2026
DA  - 2026/06/20
TI  - Influence of Social Media Marketing on Brand Awareness in Purchase Decisions of Umrah Travel Packages
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 2368
EP  - 2380
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_166
DO  - 10.2991/978-94-6239-709-5_166
ID  - Ramli2026
ER  -