Pemanfaatan Media Sosial sebagai Media Promosi dan Brand Awareness terhadap Minat Beli Followers Kopi Kenangan

Rika Fadia Putri (Universitas Esa Unggul)
Youna Chatrine Bachtiar (Universitas Esa Unggul)

Dewantara: Jurnal Pendidikan Sosial Humaniora
Vol. 5 No. 3 (2026): September: Dewantara : Jurnal Pendidikan Sosial Humaniora

This study aims to examine the influence of social media utilization as a promotional medium and brand awareness on the purchase intention of Kopi Kenangan followers. The background of this study is based on the increasing use of social media as a digital marketing communication platform that enables companies to build relationships with consumers while strengthening brand awareness. This research employed a quantitative approach using an explanatory survey method. The population consisted of followers of the Instagram account @kopikenangan.id and the TikTok account @kopikenangan.id, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using IBM SPSS Statistics through validity testing, reliability testing, classical assumption testing, simple linear regression, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results indicate that social media utilization as a promotional medium has a positive and significant effect on purchase intention, brand awareness also has a positive and significant effect on purchase intention, and simultaneously, social media utilization as a promotional medium and brand awareness have a positive and significant effect on the purchase intention of Kopi Kenangan followers. These findings indicate that optimizing promotional content on social media can enhance brand awareness and encourage consumers' purchase intention toward Kopi Kenangan products.