Analisis Sosial Media Marketing Terhadap Purchase Intention

The purpose of this study is to analyze the effect Social Media Marketing on Customer Purchase Intentions. data used in were obtained directly from distributing online. number respondents was 115 people. results testing hypothesis indicate that: Firm- Created Communication has a positive and significant User-Generated Communication,and Brand Passion. Meanwhile, no also show that Passion Loyalty Intention. consumer As for limitations study, it only uses one company brand as object studied, so cannot be generalized coffee shop brands whole selection Indonesia not can represent behavior Starbucks consumers spread across many countries. Furthermore, been able reveal overall factors influence purchase intention due limited variables which are social media marketing divided into two parts; firm-created communication user-generated communication, passion loyalty there other included study.