Pengaruh Search Engine Optimization terhadap Brand Awareness dan Purchase Intention pada Produk B2C Telkomsel.

Abstract

ABSTRAK FARREL ZULFICAR ARDIANSYAH. Pengaruh Search Engine Optimization terhadap Brand Awareness dan Purchase Intention pada Produk B2C Telkomsel. Dibimbing oleh SITI JAHROH. Penelitian ini bertujuan menganalisis persepsi Generasi Z terhadap search engine optimization (SEO), brand awareness, dan purchase intention; menganalisis pengaruh SEO terhadap purchase intention; menganalisis peran mediasi brand awareness dalam pengaruh SEO terhadap purchase intention; serta merumuskan rekomendasi strategi bagi PT Telkomsel pada produk B2C digitalnya. Penelitian dilaksanakan pada Mei–Juni 2026 di wilayah Jabodetabek menggunakan pendekatan kuantitatif dengan desain eksplanatori (explanatory research). Data dikumpulkan melalui kuesioner daring dari 210 responden, dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) berbantuan SmartPLS 4. Persepsi responden terhadap ketiga variabel tergolong sangat tinggi, dengan purchase intention tertinggi. SEO berpengaruh positif dan signifikan terhadap brand awareness maupun purchase intention; brand awareness juga berpengaruh positif dan signifikan terhadap purchase intention dan terbukti memediasi secara komplementer pengaruh SEO terhadapnya, dengan pengaruh SEO terhadap brand awareness sebagai hubungan terkuat dalam model. Rekomendasi strategi diarahkan pada penguatan SEO on-page dan off-page serta konsistensi identitas merek digital. Kata kunci: Generasi Z, Jabodetabek, mediasi, SEM-PLS ABSTRACT FARREL ZULFICAR ARDIANSYAH. The Influence of Search Engine Optimization on Brand Awareness and Purchase Intention of Telkomsel B2C Products. Supervised by SITI JAHROH. This study analyzed Generation Z's perceptions of search engine optimization (SEO), brand awareness, and purchase intention; SEO's influence on purchase intention; brand awareness's mediation role in that influence; and formulated strategic recommendations for Telkomsel's B2C products. Using an explanatory research design in Jabodetabek during May–June 2026, data were collected online from 210 respondents and analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4. Perceptions of all three variables were very high, with purchase intention highest. SEO significantly affected brand awareness and purchase intention; brand awareness significantly affected purchase intention and complementarily mediated SEO's effect on it, with SEO's effect on brand awareness being the model's strongest relationship. Recommendations focused on strengthening SEO on-page and off-page with consistent brand identity. Keywords: Generation Z, Jabodetabek, mediation, SEM-PLS