EXPLORING HOW BRAND ENGAGEMENT SHAPES PURCHASE INTENTION OF @HARMONY.BAKMIDIMSUM INSTAGRAM FOLLOWERS

Abstract

This research focuses on examining the impact of Brand Engagement on Purchase Intention among followers of the Instagram account @harmony.bakmidimsum. The approach used is quantitative research utilizing a survey approach via the distribution of digital questionnaires to 99 respondents who are active followers of the account. The research instrument was evaluated for both validity and reliability, and analyzed using simple linear regression assisted by the IBM SPSS Statistics program version 25. The results showed that all statement items were declared valid and reliable, with Cronbach's Alpha values ​​of 0.926 for Brand Engagement and 0.771 for Purchase Intention, respectively. The coefficient of determination (R²) value of 0.545 indicates that 54.5% of the variation in Purchase Intention is explained by Brand Engagement, while the rest is influenced influenced by additional elements beyond the investigation framework. The t-test results show a t-count value of 10.782 with a significance level of 0.000, showing a positive and noteworthy impact of Brand Engagement on Purchase Intention. This finding indicates that the higher the level of audience engagement with a brand on social media, the greater their intention to purchase the product offered. Thus, increasing digital interaction through social media has proven effective in building consumer purchasing intentions, especially in the context of culinary marketing on the Instagram platform.