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September 10, 2025Asian Journal of Management AnalyticsOpen Access

The Role of Brand Image in Mediating the Influence of Social Media Marketing on Purchase Intention (Study on JEN Coffee in Denpasar City)

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Authors

AAAnak Agung Ngurah Agung Danan AlbanyUdayana UniversityNRNi Nyoman Rsi RespatiUdayana UniversityPPPutu Saroyini PiartriniUdayana University

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Implication

Survey analysis reveals social media marketing influences purchase intention in Denpasar, suggesting stronger brand image enhances customer buying likelihood.

Key Points

  • Purchase intention is significantly impacted by social media marketing, enhancing customer desire to buy.
  • Brand image plays a mediating role by being positively influenced by social media marketing strategies.
  • A survey of 120 participants was conducted to analyze responses regarding purchase intention and brand image.
  • The findings suggest that enhanced brand perception through social media marketing can lead to increased purchase intentions.

Cite This Study

Albany et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee3f7https://doi.org/10.55927/ajma.v4i3.15144
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Role of Brand Awareness in Mediating the Effect of Social Media Marketing on Purchase Intention2025
  2. 2The Impact of Social Media Marketing on Purchase Intention and the Mediating Role of Brand Awareness (Taman kopi Bali in Denpasar City Study)2025
  3. 3THE ROLE OF BRAND IMAGE IN MEDIATING THE INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION AT DAPOER RADITYA2025 · 1 citations
  4. 4The Influence of Brand Image and Green Marketing on Purchasing Decisions Which are Mediated by Customer Satisfaction in the Coffee Shop Industry in Denpasar2024 · 2 citations
  5. 5The Influence of Brand Image, Promotion, Sales, Product Quality, and Services on Purchase Intention with Social Media Marketing as a Mediating Variable on E-Commerce Users2024 · 1 citations