This study's specific goals are to:

The Stimulus-Organism-Response (S-O-R) theory can be applied more broadly in the context of digital marketing for local Indonesian brands thanks to this study's theoretical contribution. Furthermore, this study closes a gap in the literature by examining how brand awareness mediates the relationship between consumer purchase intention and social media marketing.

In practice, the findings of this study can serve as a guide for MSME players, digital marketers, and entrepreneurs as they develop more potent social media plans to enhance purchase intent and brand perception. Taman Kopi Bali can use these results to enhance the caliber of its content and solidify its place in the minds of customers.

According to Nurmalasari (2021), social media marketing is a marketing strategy used to increase awareness, recognition, and action toward a business brand by utilizing social web platforms such as blogs, social media, and content- sharing sites. Kotler & Keller (2016:642) explain that social media serves as a medium used by businesses to convey information to consumers in the form of text, images, audio, or video.

According to Dewi et al. (2023), social media marketing is conducted to reach and engage consumers on online social media platforms, where consumers typically spend their time. Social media marketing is an online advertising strategy that leverages social media to promote products through engaging

content, aimed at attracting new customers and increasing purchase intention (Ramdan et al., 2023). With the appeal of social media content, companies have the opportunity to reach a broader audience and establish direct interaction with customers. This includes activities such as creating promotional content, gathering feedback from consumers, and building online communities. Due to its significant role, social media marketing has the ability to shape consumer perception and preference toward a brand.

The degree to which a brand is remembered when customers consider a specific product category is known as brand awareness, as well as how easily the brand can be recalled (Abdillah & Pradana, 2022). According to Tondang & Silalahi (2022), brand awareness is one method of evaluating marketing success. It is measured by how well customers can recognize or recall the name, logo, or image associated with a brand. Brand awareness is defined as an individual's ability to recognize a brand (Azzahra et al., 2021). It can also be interpreted as a person's ability to identify a brand.

A well-known brand has a competitive advantage because it can differentiate itself from competitors, making it easier for consumers to recognize, understand, and choose the brand (Swimbawa & Lemy, 2023). Building brand awareness helps businesses remind consumers of their products when a need for that product category arises, making it a factor in the consumer’s alternative evaluation process (Indiani et al., 2022). Brand awareness also helps companies stand out in the minds of consumers, making it easier for consumers to choose their products over competitors’.

Purchase intention is something that arises after a person receives a stimulus from a product they see, which then drives the desire to try it and ultimately leads to a desire or urge to make a purchase (Azzahra et al., 2021). According to Ceyhan (2019), The probability that a customer will intend to buy a good or service in the future is known as purchase intention. Purchase intention can be defined as a person's desire to buy a product because they perceive that the product has certain benefits or serves a particular purpose (Oktaviani & Nurlinda, 2023). It reflects each individual's potential to buy a product, which is influenced by the interaction between needs, attitudes, and understanding of a specific product or brand (Pasaribu, 2022).

The function of brand awareness as a mediator in the connection between purchase intention and social media marketing has been confirmed by a number of earlier studies. For example, Pangastuti et al.'s study from 2023 claims that social media positively affects consumers' intentions to make purchases; however, this impact is amplified when paired with a high degree of brand awareness. This implies that if customers already have a sufficient level of brand awareness, social media content exposure will be more successful.

Within The Stimulus-Organism-Response (S-O-R) theory's framework, social media marketing acts as a stimulus, brand awareness as an organism (internal cognitive and affective processes), and purchase intention as a response from consumers (Mehrabian & Russell, 1974). Thus, increasing brand awareness is an important key to optimizing the effectiveness of digital marketing in driving conversions.

This study places brand awareness as a mediating factor that connects the impact of SMM on purchase intention. By examining this relationship, this study not only broadens the understanding of digital marketing dynamics in the MSME sector, but also provides relevant empirical evidence in the development social media-based brand communication strategies.

Based on a number of theories that have been described earlier, the author relates the three variables into a conceptual framework that is used as a reference in this study. This is a representation within the conceptual framework:

In order to investigate the relationship of cause and effect between the variables being studied, this study employs a quantitative methodology and a kind of causal associative research. This study examines three primary variables: A mediating variable is brand awareness, and a dependent variable is purchase intention (Y) (M), and social media marketing as an independent variable (X). To find direct and indirect impacts between constructs, the route analysis approach was used to investigate the link between variables.

The research was carried out in Dangin Puri Kelod Village, Denpasar City, Bali. This location was chosen because it is the main operational area of Taman Kopi Bali, a local coffee shop that is the focus of the research. The objects in this study include potential consumers of Taman Kopi Bali who have never made a purchase, but have been exposed to social media content from the brand.

All of the participants in this study are potential customers who live in Dangin Puri Kelod Village. Based on BKKBN (2023), the number of vulnerable residents aged 16-40 in Dangin Puri Kelod Village has a total of 7,681 people. The

sample determination technique uses the method of purposive sampling with the following requirements: (1) domiciled in Dangin Puri Kelod Village, (2) at least high school education/equivalent, (3) have seen the social media content of Taman Kopi Bali, (4) have never bought Taman Kopi products. Using the Slovin algorithm and a 10% error rate, the final sample size was calculated to be 100 respondents.

The data conducted research for this consisted of:

Data were obtained using a questionnaire constructed based on variable indicators and validated for validity and reliability. The measurement scale used is a Likert scale with 5 points (1 being strongly disagree and 5 being strongly agree). Gathering Data is carried out offline with direct supervision from researchers to ensure proper filling.

The three main constructs in this study were measured using the following indicators:

The validity test was carried out through confirmatory factor analysis (CFA) with a minimum loading factor criterion of 0.4. The test of reliability used Cronbach's Alpha coefficient, with a > 0.6 value as the minimum limit. The test results showed that all constructs had high reliability values: social media marketing (α = 0.947), brand awareness (α = 0.926), and purchase intention (α = 0.953), so all instruments were considered suitable for use.

The following methods of data analysis were employed:

The structural model in path analysis involves two regression equations:

M = β2X + e1

Y = β1X + β3M + e2

Direct effect: β1 (X → Y), β2 (X → M), β3 (M → Y) Indirect effects: β2 × β3

Total Efek: β1 + (β2 × β3)

If a model satisfies the requirements of the classical assumption of regression, which consists of the normalcy test, the multicollinearity test, and the heteroscedasticity test, it should theoretically yield the correct value of the predictor parameter.

The magnitude of the Asymp value is demonstrated by the normalcy test using the One-Sample Kolmogorov-Smirnov Test, which is displayed in Table 1. The sig. (2-tailed) Kolmogorov-Smirnov for both structures 1 and 2 is 0.200 the asymptotic value. Given that the study's data are normally distributed and the 2-tailed Kolmogorov-Smirnov sig. is greater than 0.05, it can be concluded that the model satisfies the assumption of normalcy.

No independent variable has a tolerance value less than 0.10 or a VIF value higher than 10, according to the data in Table 2. As a result, multicolleniarity symptoms are absent from the regression model.

Table 3 indicates that all of the models have significance values higher than 0.05, indicating that there are no signs of heteroscedasticity in this study.

Using SPSS 25.0 for Mac, the impact of social media marketing on brand awareness was examined. The outcomes of the initial structural computation are displayed as follows in Table 4.

With the path analysis results in Table 4.9, the constructed structural equation 1 can be written as follows.

M= β2X+ e1

M= 0.653 X

The coefficient for the social media marketing variable is 0.653, based on the results of structural equation 1. Since social media marketing has a beneficial impact on brand awareness, it stands to reason that it will also raise brand awareness. The effects of social media marketing, purchase intention, and brand awareness were investigated using SPSS 25.0 for Mac. Table 5 displays the following results of the second structural computation.

The following formulation of the structural equation 2 may be made using the route analysis results in Table 5.

Y= β1X + β3M+ e2

Y= 0,356X+0,424M

According to the results of structural equation 2, the social media marketing variable has a coefficient of 0.356. The value of positive social media marketing coefficients on purchase intent may be viewed as follows: as social media marketing grows, so does buy intention. The brand awareness variable has a coefficient of 0.424. The significance of a positive brand awareness coefficient on purchase intent may be viewed as follows: as brand awareness grows, so does buy intention.

The findings of the computation of the path coefficient, as shown by the standardized beta coefficient value on each effect of the relationship between variables, will be discussed based on the presentation of structural equations.

Through Figure 2, the values of the route coefficient for each variable influence are displayed as follows.

Purchase intention is significantly impacted by both brand awareness and social media marketing at the same time, according to the F test findings (Table 4.10), which yielded a significance value of 0.000 (< 0.05).

Hypothesis testing was carried out using the following Beta values and significance:

H1: Purchase intention is significantly positively impacted by social media marketing (β = 0.356; Sig. = 0.000). The findings indicated that H1 was approved. H2: Brand awareness is significantly improved by social media marketing (β = 0.653; Sig. = 0.000). The findings indicated that H2 was approved.

(β = 0.424; Sig. = 0.000). The findings indicated that H3 was approved.

Direct influence:

SMM → Purchase Intention: 0,356

SMM → Brand Awareness: 0,653

Brand Awareness → Purchase Intention: 0,424

Indirect influence:

SMM → Purchase Intention throught Brand Awareness = 0,653 × 0,424 = 0,277

Total Impact:

Total = 0.356 + 0.277 = 0.633

Total Determination Coefficient:

R2m = 0.715 indicates that the model accounts for 71.5% of the variation in purchase intention, with other factors accounting for the remaining 28.5%.

These findings demonstrate that brand awareness functions as a partial mediator in the link between social media marketing and purchase intention and validate that all hypotheses are correct.

Table 6 summarizes the values for each path of direct and indirect effect between variables, as well as the error value in each structural equation generated by the path analysis approach. The values in Table 6 will be explained as follows.The influence of social media marketing on purchase intention

The following Sobel formula was applied in order to assess the importance of mediation's influence:

Ha is approved while Ho is refused because Z = 4.392 > 1.96. This indicates that the link between social media marketing and purchase intent has been demonstrated to be considerably mediated by brand awareness.

Since VAF is between 20%–80%, mediation is categorized as partial. Thus, brand awareness partially mediates the social media marketing's impact on consumers' intentions to buy.

Purchase intent is positively and significantly impacted by social media marketing. This implies that customers' purchasing inclinations will rise in proportion to Taman Kopi Bali's social media management. These results align with the S-O-R Theory, which describes how social media marketing may act as a stimulus and elicit a desire to purchase as a reaction. The results of Aprilianti et al. (2023), Sabella et al. (2022), and others lend credence to this study.

Brand recognition is positively and significantly impacted by social media marketing as well. Consumers' perceptions of a brand might be influenced by interesting and reliable social media content. These findings are consistent with the S-O-R Theory and supported by studies conducted by Ramadhan et al. (2020), Anantasiska et al. (2022), and others.

Purchase intention is significantly influenced by brand awareness. Customers frequently select brands that are renowned for fostering trust and comfort. These results are consistent with the S-O-R Theory and earlier studies like those conducted by Faisal & Ekawanto (2021) and Dewi et al. (2022).

The impact of social media marketing on purchase intent is somewhat mediated by brand recognition. This implies that a strong social media presence can raise brand recognition, which raises the desire to buy. Sutariningsih & Widagda (2021), Aprilianti et al. (2020), and others support these findings.

The findings of the research that has been explained, suggestions related to this study can be submitted.

The management of Taman Kopi Bali in Denpasar City can enhance purchase intent by focusing on brand and social media marketing awareness, whatever can be considered are as follows: