Peran pemasaran media sosial dan citra merek terhadap minat beli

Jasmine Jasmine (Program Studi Manajemen, Fakultas Hukum dan Bisnis Digital, Universitas Kristen Maranatha)
Chandra Kuswoyo (Program Studi Manajemen, Fakultas Hukum dan Bisnis Digital, Universitas Kristen Maranatha)

Vikara: Student Academic Journal of Business and Management
Vol. 1 No. 1 (2025): Vikara: Student Academic Journal of Business and Management

Social media-based marketing serves as an instrument that continues to evolve in supporting transactional activities in the modern era, while brand image reflects a perception shaped by past experiences and acquired information. Alongside the rapid growth of e-commerce systems, various online marketplace applications such as Shopee, Lazada, Tokopedia, Bukalapak, and Blibli have become increasingly popular among the public. The purpose of this study is to examine the influence of social media marketing and brand image on purchase intentions, using a sample of 100 respondents selected through purposive sampling. Data was analyzed using multiple linear regression, revealing that social media marketing and brand image collectively contributed 53.9% to purchase intention, whereas the remaining 46.1% was explained by other variables not included in this study.