THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND EQUITY ON PURCHASE DECISION (Survey on Instagram Followers of Kopi Kenangan @kopikenangan.id)

This research aims to obtain an overview and magnitude of the influence of social media marketing and brand equity on purchase decisions (survey of Instagram followers of Kopi Kenangan @kopikenangan.id). The type of research used is descriptive and verification with a quantitative approach. The population in this study was 548,000 with a sample of 100 respondents who were Instagram followers of Kopi Kenangan using a sampling technique, namely simple random sampling. The data was processed statistically using path analysis with the help of SPSS 23.0 for Windows software. The research results show that the influence of social media marketing, brand equity, and purchase decisions is in the medium category, social media marketing and brand equity variables are stated to have an influence on purchase decisions, social media marketing and brand equity have a positive and significant influence simultaneously on purchase decisions.