Pengaruh social media marketing, brand image, brand awareness dan brand preference terhadap purchase intention pada produk Menantea di Jakarta

Laurence, Kenny (2023) Pengaruh social media marketing, brand image, brand awareness dan brand preference terhadap purchase intention pada produk Menantea di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

The Covid-19 pandemic had a major impact on the Indonesian economy, especially Indonesia's economic growth in the food and beverage subsector which has decreased. Menantea aims to support economic growth in Indonesia by offering a franchise system.This research aims to determine the influence of social media marketing, brand image, brand awareness, and brand preference on customers’ purchase intention of Menantea products in Jakarta. This research collected data from 164 respondents who were Menantea customers in Jakarta by distributing questionnaires online. The data was analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method using Smart-PLS software. This research shows that social media marketing, brand image, and brand preference have a positive and significant effect on purchase intention

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Keni, S.E., M.M.
Uncontrolled Keywords:	Keywords: Social Media Marketing, Brand Image, Brand Awareness, Brand Preference, Purchase Intention
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	10 Jun 2026 10:56
Last Modified:	10 Jun 2026 10:56
URI:	https://repository.untar.ac.id/id/eprint/49887

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