The Influence of Social Media and Brand Image on Consumer Buying Interest at X Coffee
Abstrak
This study aims to analyze the influence of social media and brand image on consumer purchase intent at Point Coffee Indomaret Fresh Tangerang 2, both partially and simultaneously. The study employs a quantitative method with an associative approach. The sample consisted of 100 respondents selected using simple random sampling. Data analysis was conducted through validity and reliability tests, classical assumption tests, linear regression, correlation coefficients, the coefficient of determination, and hypothesis testing. The results show that social media has a positive and significant effect on purchase intention, with a contribution of 74.0% and a correlation coefficient of 0.860. Brand image also has a positive and significant effect on purchase intention, with a contribution of 65.9% and a correlation coefficient of 0.812. Simultaneously, social media and brand image have a significant effect on purchase intention, with a correlation coefficient of 0.894 and a coefficient of determination of 79.9%, while 20.1% is influenced by other factors outside the scope of this study. Based on these results, it can be concluded that improving social media strategies and strengthening brand image are important factors in increasing consumer purchase intent at Point Coffee Indomaret Fresh Tangerang
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