Peran Brand Image Bisnis, Social Media Influencer, dan WOM pada Purchase Intention
Keywords:
Social Media Influencer, Word of Mouth, Purchase Intention, Brand ImageAbstract
This study aims to analyze the impact of Business Brand Image, Social Media Influencers, and Word of Mouth on consumer Purchase Intention for Kopi Janji Jiwa products in Blok M, South Jakarta. A quantitative approach was used, with multiple linear regression as the data analysis method. Data were collected via a Google Form survey from 68 respondents, all consumers of Kopi Janji Jiwa, and processed using SPSS 25. The results show that Business Brand Image, Social Media Influencers, and Word of Mouth significantly and positively affect Purchase Intention. The coefficient of determination (R²) shows that 63.8% of the variation in Purchase Intention is explained by these variables, while 36.2% is influenced by other factors not covered in this study. Descriptive findings suggest that consumers have positive perceptions of Brand Image, Social Media Influencers, and Word of Mouth, which increase their intention to purchase Kopi Janji Jiwa products
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