This research analyses the effect of social media marketing and electronic word of
mouth toward purchase decision with brand awareness as a mediating variable. The
research was conducted by using a survey method via Google Form by utilizing a
Likert scale. Data was collected using purposive sampling method from 191
respondents who know and have visited Sate Ratu on the last 1 year. Data analysis
was performed using SmartPLS 3 software. The findings shows that social media
marketing and brand awareness positively affect purchase decision. Followed by
brand awareness that positively affected by social media marketing and electronic
word of mouth. Moreover, brand awareness is able to mediate the effect of social
media marketing and electronic word of mouth toward purchase decision. However,
there is no significant effect from electronic word of mouth toward purchase decision.