<![CDATA[Purpose – This study aims to examine the influence of social media marketing activities, product quality, and brand image on the purchase intention of FITlife Whey Protein among millennial consumers at SAM Fitness in Malang City. Design/methodology/approach – This study employs a quantitative descriptive research design with an explanatory approach. The population consists of 653 millennial consumers, from which 100 respondents were selected using a simple random sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis. Findings – The results indicate that social media marketing activities, product quality, and brand image each have a positive and significant effect on purchase intention. These findings suggest that effective digital marketing engagement, strong perceived product quality, and a positive brand image play important roles in shaping consumers’ intention to purchase whey protein products. Originality/value – This study offers originality by examining social media marketing activity, product quality, and brand image simultaneously as drivers of purchase intention specifically among millennial consumers of FITlife Whey Protein at a local fitness center. The findings provide practical value by highlighting the strategic importance of digital engagement and high-quality product offerings in shaping millennial purchasing decisions.]]>
Copyrights © 2025
