<![CDATA[This study aims to determine the effect of Social Media Marketing and Brand Awareness on the Purchase Intention of Kopi Kenangan consumers at AEON Mall Jakarta Garden City, both partially and simultaneously. The study employed a quantitative survey approach. A total of 100 respondents were selected using purposive sampling from social media users who had purchased Kopi Kenangan products at the outlet. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 25. The results show that Social Media Marketing has a positive and significant effect on Purchase Intention, with a t-value of 4.614 and significance of 0.000 < 0.05. Brand Awareness also has a positive and significant effect, with a t-value of 3.391 and significance of 0.001 < 0.05. Simultaneously, the two independent variables significantly affect Purchase Intention, with an F-value of 48.509 and significance of 0.000. The R Square value of 0.500 indicates that Social Media Marketing and Brand Awareness jointly explain 50% of the variation in Purchase Intention, while the remaining 50% is explained by factors outside the model.]]>
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