The Influence of Social Media Marketing and Brand Awareness on Purchase Intention at CV Japo Indonesia Tangerang Selatan

This study examines the relationship of Social Media Marketing and Brand Awareness with Purchase Intention at CV Japo Indonesia, South Tangerang. A quantitative approach was employed using an associative research design. The study involved 96 respondents selected through accidental sampling, with the sample size determined using the Rao Purba formula. Data were collected through questionnaires and analyzed using SPSS version 26, including validity and reliability tests, classical assumption tests, regression analysis, correlation analysis, the coefficient of determination, and hypothesis testing. The findings indicate that Social Media Marketing has a positive and significant partial relationship with Purchase Intention (r = 0.673; R² = 45.3%; p < 0.001). Similarly, Brand Awareness demonstrates a positive and significant partial relationship with Purchase Intention (r = 0.667; R² = 44.5%; p < 0.001). Furthermore, both independent variables jointly demonstrate a significant relationship with Purchase Intention (F = 103.781; p < 0.001), with a combined correlation coefficient of 0.831 and a coefficient of determination of 69.1%. These findings suggest that Social Media Marketing and Brand Awareness are important factors associated with consumers' Purchase Intention toward Japo Powder Drink. The study provides empirical evidence from a specific powdered beverage business context and highlights the importance of strengthening digital marketing activities and brand awareness to support consumer purchase intention.