<![CDATA[The development of information technology has encouraged businesses to optimize digital marketing strategies, particularly through social media platforms such as Facebook. However, Quinsha Bakery Gunungsitoli’s current use of Facebook for marketing is limited to basic features and lacks the utilization of advanced tools such as Facebook Ads and Marketplace. This study aims to determine and measure the influence of Facebook-based social media marketing on consumer purchase intention at Quinsha Bakery. The research employed a quantitative approach with a survey method using questionnaires. The sample consisted of 98 respondents who were active followers of the "Quinsha Baker" Facebook account and had seen promotional content and made purchases. Data analysis techniques included validity tests, reliability tests, normality and heteroskedasticity tests, simple linear regression, t-test (partial), and the coefficient of determination (R²). The results revealed that social media marketing has a positive and significant effect on consumer purchase intention. The t-test showed a t-value of 16.528, which is greater than the t-table value of 1.98498, with a significance value of 0.000 < 0.05, confirming that Ha is accepted. The coefficient of determination (R²) was 0.740, indicating that 74% of the variation in purchase intention is influenced by social media marketing, while the remaining 26% is influenced by other factors. In conclusion, Facebook-based social media marketing significantly enhances consumer purchase intention at Quinsha Bakery. Therefore, it is recommended that the business optimize Facebook’s advanced marketing features to expand audience reach and promotional effectiveness.]]>
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