THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON PURCHASE INTENTION WITH BRAND AWARENESS, BRAND IMAGE, BRAND EQUITY AS INTERVENING VARIABLES ON KOPI JANJI JIWA IN BANDUNG CITY

Authors: Rizki Dinda Prameswari* & Refi Rifaldi Windya Giri**

ABSTRACT

The increasing use of social media is used by business to do social media marketing which allows companies to directly communicate with consumers and share information easily, such as on social media. Social media is increasingly becoming an alternative media that is used to carry out various interests, one of which is business. The object of this research is Kopi Janji Jiwa, which is one of the national coffee shops that is aggressively marketing on social media, especially Instagram. Instagram is a social media with the second largest number of penetrations in Indonesia. This study aims to determine whether the social media marketing activity (SMMA) on the Janji Jiwa has an effect on creating brand awareness and brand image which then affects a person’s brand equity and purchase intention. The study was conducted on Instagram users who live in the city of Bandung and are aware of the marketing of Jiwa Jiwa on Instagram and obtained 385 respondents. This research method is quantitative with data processing using AMOS software version 24. The results show that SMMA has an effect on the formation of awareness and image of a brand which can be the basis for one’s brand equity and subsequently affect purchase intention.

Keywords: Coffee Shop, Purchase Intention, SEM, Social Media Marketing.

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AUTHORS

First Author – Rizki Dinda Prameswari, Student, Management Business Telecommunication and Informatics, Telkom University, Indonesia

Second Author – Refi Rifaldi Windya Giri, Lecturer of Faculty of Economics and Business, Telkom University, Indonesia