Analysis of the Effectiveness of Social Media on Brand Awareness, Brand Equity, and Purchase Intention of Retail Sugar Consumers of PT. Kebon Agung

This study aims to determine the level of social media optimization carried out by the retail sugar brand PT Kebon Agung to increase consumer purchase intention through brand awareness and brand equity. This research uses a quantitative approach with primary data sources obtained from distributing questionnaires via Google Form. Survey data collection with questionnaires in this study using purposive sampling. The analysis technique used in this test is descriptive analysis. The results obtained from this study are the optimization of Social Media Marketing Activities (SMMA) has a strong impact and contribution to increasing brand awareness, brand equity, and consumer purchase intentions.