PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (Studi Pada Followers Instagram @specs_indonesia)

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Purchase intention significantly increased with social media marketing and brand image, illustrating their importance in marketing strategies.
Social media marketing showed a stronger impact than brand image on influencing purchase intentions among 100 Instagram followers.
The study utilized a quantitative method with purposive sampling to analyze data through multiple linear regression and various tests.
Social media marketing may serve as a crucial tool for brands looking to enhance consumer purchasing behavior and engagement.

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Descriptive research reveals social media marketing significantly boosts purchase intention among Instagram followers, highlighting brand influence.

Falah et al. (2025) studied this question.

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Descriptive research reveals social media marketing significantly boosts purchase intention among Instagram followers, highlighting brand influence.