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All Journal Jurnal Kewirausahaan dan Inovasi
Kezia Audrylia
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Analysis of The Effects of Social Media Marketing (Instagram) and Perceived Price on Purchase Intention Kezia Audrylia; Putu Adi
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2025.04.3.13

Abstract

Nomé Macaroll is a food and beverage business that offers rice paper-based products with macaroni fillings with other ingredients such as boiled egg, cheese, smoked beef, ketchup, sambal, leek, and carrot. This business offers three variants: Classic Macaroll, Cheese Macaroll, and Smoked Beef Macaroll. The objective of this quantitative explanatory research is to identify the effects of social media marketing via Instagram and perceived price on the purchase intention of Nomé Macaroll’s prospective consumers. The data was harvested from 7-point Likert-scaled questionnaires distributed to a sample of 120 people considered as the business’ suitable target who have not purchased its product. The analysis was performed using multiple linear regression in SPSS version 30. This study finds that social media marketing via Instagram and perceived price have positive and significant effects on the purchase intention.
Co-Authors Putu Adi