Effectiveness of social media marketing in increasing consumer purchase intention (case study in bakpia masaji kediri)

Aji Prasojo; Sri Aliami

Authors

Aji Prasojo Universitas Nusantara PGRI Kediri
Sri Aliami Universitas Nusantara PGRI Kediri

Keywords:

Social Media Marketing, Purchase Intention, Marketing

Abstract

Social media is becoming an increasingly important platform in product marketing efforts. Instagram has become popular for marketing products because of its ability to attract consumer interest through attractive visual content. Many MSMEs use social media marketing to attract consumers. This study aims to see how effective social media marketing is in increasing consumer purchase intention. Trust, perceived expertise, interest compatibility, and opinion leadership influence consumer purchase intention on social media platforms. This study uses a descriptive qualitative method to collect data through observation. Bakpia Masaji Kediri is the informant of this study. The study shows that effective social media marketing can increase consumer purchase intention by building trust, maintaining a good brand image, providing interesting and relevant content, and utilizing the influence of influencers relevant to the product.

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