EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION: A STUDY OF INSTAGRAM FOLLOWERS OF @ANTRE.SUSU

Abstract

This study aims to analyze the effect of Social Media Marketing on Purchase Intention among followers of the Instagram account @antre.susu. A quantitative approach was employed using a survey method. The study population consisted of 2,031 followers, with a sample of 96 respondents determined using Slovin’s formula at a 10% margin of error. The sampling technique used was simple random sampling, and data were collected through a 5-point Likert scale questionnaire. The Social Media Marketing variable was measured through four dimensions: Entertainment, Interactivity, Trendiness, and Customization, while Purchase Intention was measured through Transactional, Referential, Preferential, and Explorative Intention dimensions. Data analysis was conducted using simple linear regression with SPSS version 25. The results revealed that Social Media Marketing had a positive and significant influence on Purchase Intention (β = 0.362; Sig. 0.000 < 0.05), with a coefficient of determination (R²) of 0.152, indicating that it explains 15.2% of the variance in purchase intention. These findings demonstrate that engaging, interactive, and relevant social media content significantly enhances consumer purchase intentions. The results support the Theory of Planned Behavior (TPB) and provide practical implications for businesses like @antre.susu to improve the quality and consistency of their digital marketing content. Future research is recommended to include mediating variables such as brand image and trust to achieve a more comprehensive understanding.