<![CDATA[The continuous development of technology makes many changes and developments in various aspects, one of which is the media. Over time, social media is used for various things, one of which is as a promotional media. One of the processed bread brands gets a positive impact from social media, its promotion on social media gets enthusiasm and attention from the public. The promotion had a good impact on the brand making it known and getting long queues every day while selling at an exhibition in Jakarta, namely the Jakarta Fair Kemayoran 2023. The research uses Uses and Gratification (U&G) theory through a quantitative approach. Data collection using survey method, questionnaires were distributed to 114 respondents. This study aims to examine the influence caused by Uses and Gratification on product purchase intention. The results of this study found that there is an influence of Uses and Gratification on purchase value. The relationship between variables is in the moderate category, the contribution of the Uses and Gratification variable (X) to purchase intention (Y) is 16.1%. Perkembangan teknologi yang berkelanjutan membuat banyak perubahan dan perkembangan pada berbagai aspek salah satunya adalah media. Seiring berjalannya waktu media sosial digunakan untuk berbagai hal, salah satunya adalah sebagai media promosi. Salah satu brand olahan roti mendapatkan dampak positif dari media sosial, promosinya di media sosial mendapat antusias dan perhatian dari masyarakat. Promosi tersebut berdampak baik pada merek tersebut membuatnya dikenal dan mendapatkan antrian panjang setiap harinya selama berjualan di sebuah pameran di Jakarta yaitu Jakarta Fair Kemayoran 2023. Penelitian menggunakan teori Uses and Gratification (U&G) melalui pendekatan kuantitatif. Pengumpulan data menggunakan metode survei, kuesioner disebarkan kepada 114 responden. Penelitian ini bertujuan meneliti pengaruh yang disebabkan oleh Uses and Gratification pada niat beli produk. Hasil penelitian ini ditemukan terdapat pengaruh Uses and Gratification pada nilai beli. Hubungan antara variabel berada di kategori cukup, kontribusi variabel Uses and Gratification (X) terhadap niat beli (Y) adalah sebesar 16,1%.]]>
