Pengaruh Promosi Media Sosial Dan Brand Image Terhadap Minat Beli Konsumen Pada Nescafe Container Di Jakarta Timur
DOI:
https://doi.org/10.61722/jaem.v3i3.12523Keywords:
Social Media Promotion, Brand Image, Consumer Purchase IntentionAbstract
This study aims to analyze the influence of social media promotion and Brand Image on consumer purchase intention regarding Nescafe Container in East Jakarta. The research was conducted in response to intensifying competition in the coffee industry, which compels business operators to utilize social media for promotion and build a positive Brand Image to attract consumers and drive purchases. A quantitative research method employing a survey approach was used. Data were collected by distributing questionnaires to 65 respondents who are consumers of Nescafe Container in East Jakarta. The sampling technique used follows the guidelines of Hair et al. Data analysis was performed using IBM SPSS version 25 software, encompassing validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination test. The results indicate that social media promotion has a positive and significant effect on consumer purchase intention. Similarly, Brand Image exerts a positive and significant influence on consumer purchase intention. Collectively, social media promotion and Brand Image were proven to have a positive and significant impact on consumer purchase intention for Nescafe Container in East Jakarta. The coefficient of determination reveals that the two independent variables explain 69.6% of the variance in consumer purchase intention, while the remaining 30.4% is influenced by factors not addressed in this study. Consequently, enhancing the effectiveness of social media promotion and strengthening Brand Image are expected to boost consumer purchase intention for Nescafe Container.
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