Pengaruh Promosi Melalui Media Sosial dan Citra Perusahaan Terhadap Minat Beli Konsumen Hiprindo di Malang

Abstract

Abstract

This study investigates the impact of social media advertising and corporate image on purchase intention. Using a quantitative approach, the research targeted prospective Hiprindo customers in Malang. A sample of 65 respondents was selected via Malhotra's formula and purposive sampling. Data collection was conducted through Google Forms questionnaires. The analysis included: Validity and reliability tests of the survey instrument Classical assumption tests (normality, multicollinearity, heteroscedasticity) Multiple linear regression and hypothesis testing (partial, simultaneous, and coefficient of determination) Findings: Both social media advertising and corporate image simultaneously influence purchase intention. Corporate image has a significant partial effect, whereas social media advertising shows a minor partial influence on purchase intention.

Keywords: Social Media Marketing, Corporate Image, and Purchase Intent