THE EFFECT OF SOCIAL MEDIA MARKETING TOWARDS PURCHASE INTENTIONS IN A LOCAL BAKERY: KHAS ROTISELAI

• Main Author: Mustikarani Susilo, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67753
• Institution: Institut Teknologi Bandung

A local bakery SME in Bandung, West Java has optimized its social media presence to maintain its business performance for more than 8 years. However, so far, they don’t have any real evidence whether the implementation of their social media marketing is already effective in maintaining and improving their business performance especially in influencing its brand awareness and consumers’ purchase intention. This study aims to examine the relationship between social media marketing, brand awareness and purchase intention. The total number of respondents who fill the survey are 223 respondents. Then, the obtained data were analysed using PLS-SEM. The findings of the analysis show that Social Media Marketing’s Entertainment and Word of Mouth element significantly affects brand awareness, Social Media Marketing’s Customization and Interaction element have a significantly affects toward purchase intention, and results showed brand awareness is positively affecting Purchase Intention. This study also provides recommendations regarding social media marketing optimization that can be used for bakeries to improve its business performance, especially brand awareness and purchase intention.