Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Arief , Meta
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Bagaimana Media Sosial dan Ekuitas Merek dapat Meningkatkan Minat Beli Produk Kopi Kenangan? Arnu, Anggi Pasca; Gaffar , Vanessa; Arief , Meta
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 10 No 2 (2025): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v10i2.23971

Abstract

Research aim : This study investigates the influence of social media marketing and brand equity on consumer purchase intention toward Kopi Kenangan, a leading Indonesian coffee brand and the first New Retail F&B Unicorn in Southeast Asia. Approach : A quantitative descriptive approach was employed, collecting data from 400 Kopi Kenangan Instagram followers. Multiple linear regression analysis was used to assess both partial and simultaneous effects of social media marketing and brand equity on purchase intention. Research Finding: The results show that social media marketing has a positive partial effect on purchase intention, while brand equity demonstrates a stronger partial . When analyzed simultaneously, both variables explain confirming a significant combined impact. Theoretical contribution/Originality : This research enriches existing literature by emphasizing the role of social media marketing and brand equity in shaping consumer behavior in the digital era. Practitioner/Policy implication : The findings suggest that F&B businesses should strengthen their brand equity and leverage social media marketing strategies Research limitation :. he study focuses solely on followers of a single brand’s social media platform, which may limit the generalizability of results across other consumer groups or industries.
Co-Authors Arnu, Anggi Pasca Gaffar , Vanessa