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

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.