International Journal of Economics and Management Research
Vol. 2 No. 3 (2023): December : International Journal of Economics and Management Research

Social Media Marketing And Brand Equity Against Coffee Purchase Intentions

Yundi Permadi Hakim (Unknown)
Muh. Alvianto Putra Arizandi Sadarrudin (Unknown)
Burhanuddin Burhanuddin (Unknown)

Article Info

Publish Date
30 Dec 2023

Abstract

This study investigates the impact of Social Media Marketing and Brand Image on purchasing intentions for DELKOFF Brand coffee products. A survey research model is employed to collect data. The findings indicate that Social Media Marketing and Brand Equity have a significant influence on purchasing intentions. Moreover, it is found that social media-based marketing activities through online marketplaces are particularly effective during the pandemic. Both Social Media Marketing and Brand Equity contribute to increased sales. Management should emphasize marketing efforts via social media platforms to enhance product sales. This study solely examines two variables: Social Media Marketing and brand equity.

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Journal Info
International Journal of Economics and Management Research
Website

Abbrev

ijemr

Publisher

International Forum of Researchers and Lecturers

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Economics and Management Research, an electronic international journal, provides a forum for publishing the original research articles, review articles from contributors, and the novel technology news related to management, accounting and economic. This journal encompasses ...