Management IMPACT OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON PURCHASE INTENTION IN COFFEE SHOP CULINARY IN SURABAYA AWARENESS ON PURCHASE INTENTION

Abstract

ABSTRACT

Purpuse: to explain  the Effect of Social Media Marketing and Brand Awareness on Purchase Intention

Design/methodology/approach: Analysis techniques using Partical Least Square (PLS) and assisted by SmartPLS 3.0 software.

Findings:  Social Media Marketing and Brand Awareness  have a positive and significant effect on the Purchase Intention of Coffee Shop Culinary  in Surabaya so it is recommended to increase Social Media Marketing can be done to create Coffee Shop   Culinary social media to expand Coffee Shop Culinary promotion and establish relationships with customers or other companies. Meanwhile, to increase Brand Awareness,  you can provide promotions and discounts on products purchased by consumers and promote with Influencer Marketing to  attract consumers to Coffee Shop Culinary in Surabaya.

Practical implications: improving Social Media Marketing can be done by creating Culinary Coffee Shop social media to expand Coffee Shop Culinary promotion and establish relationships with customers

Originality/value: This paper is original

Paper type: research paper

Keywords: Social Media Marketing, Brand Awareness, Purchase Intention.