Analysis of the Effect of Brand Image, Product Quality, and Social Media on Consumer Purchase Intentions of Kokumi's Contemporary Drinks in Manado City
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Research Parks Publishing LLC
Abstract
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In 2020, the overall economic situation in Indonesia experienced a decline in growth, where the retail industry also slumped. Increasing purchases through stimulating consumer purchase intentions is not an easy thing to do nowadays. Various factors need to be done as part of a marketing program to increase the purchase intention. Kokumi as a producer of contemporary drinks made from Boba for millennials, is relatively new, but efforts to increase consumer purchase intentions have been fantastic since 2018. multiple regression analysis with the number of respondents as many as 100 consumers of Kokumi in Manado. This study yielded several findings, including: 1) Simultaneously brand image, product quality, and social media affect consumers' purchase intentions, 2) partially product quality and social media affect consumers' purchase intentions, but 3) brand image has no effect on consumer purchase intentions of Kokumi's contemporary drinks in Manado . These results suggest that Kokumi can improve their brand image to be known by more consumers. Improving the quality and optimal use of social media, is also a marketing program to enhance Kokumi's brand image.
Keywords
Brand Image, Product Quality, Social Media, Consumer Purchase Intention