Pengaruh Social Media Marketing Dan Brand Image Terhadap Minat Beli Produk Mari Oppa (Studi Kasus Pada Followers Akun Instagram @Marioppa.Id)

This research aims to analyze the influence of social media marketing and brand image on purchase intention Mari Oppa products using quantitative methods and descriptive verification analysis. Sampling used a non-probability sampling method with purposive sampling, which resulted in a total sample of 391 respondents. The analysis technique used is multiple linear regression analysis and hypothesis testing using the t test and f test using SPSS 25 tools. The research results show that there is a partial and simultaneous influence between social media marketing and brand image on purchase intention.