Abstract:

Advances in information and technology for marketing management transformation have integrated aspects of digitization as effective and efficient feedback. Customers around the world are currently taking advantage of popular social media to rate the quality of products and services. In Indonesia, several culinary food providers have received special attention from traditional food lovers, including Suroboyo Warung Culinary which has several branches in each region. This study seeks to explore the relationship between social media marketing, brand awareness, social networks, and decision making with the objects at Suroboyo Warung Culinary in Indonesia. The sample size involved 150 respondents, of whom are regular customers in three locations (Surabaya City, Balikpapan City, and Samarinda City) who use Facebook, Instagram, and Twitter. To make the survey easier, it was carried out with the support of Google Form in 2020 and the data was processed using multiple regression analysis. In conclusion, social media marketing has a positive effect on brand awareness (H1 is accepted), brand awareness has a positive effect on decision making (H2 is accepted), social media marketing has a positive effect on social networks (H3 is accepted), social networks have a positive effect on decision making (H4 is accepted), and social media marketing has a positive effect on decision making (H5 is accepted). The value of the originality of this study lies in its novelty by developing a hypothetical model that refers to previous findings.