EXPLORING THE IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION AMONG FOLLOWERS OF SHIDOKOFFE

Abstract

The development of digital technology has revolutionized how consumers interact with brands, making digital marketing an essential strategy for businesses in every sector. In the coffee industry, digital marketing enables small and medium enterprises to connect with digital-native consumers through social media engagement and personalized content. This study examines the effect of online marketing on buying intentions among followers of ShidoKoffe’s Instagram account. Using a quantitative research approach, data were collected from 95 respondents through an online questionnaire, with samples determined using Isaac and Michael’s formula at a 10% margin of error. The analysis employed simple linear regression. The results revealed a strong positive correlation (R = 0.823) and significant effect (Sig. < 0.001), indicating that 67.8% of purchase intention is influenced by digital marketing. The findings highlight that interactive and creative digital strategies strengthen consumer intention to purchase.