The Influence of Social Media Influencers and Brand Image on Purchase Intention (A Study on Menantea Tea Beverage Products)

Abstract

The current technological advancements offer significant societal benefits, particularly in communication, information access, and the business and economic domains. The food and beverage industry is undergoing substantial growth, particularly online culinary ventures that consistently hold promising opportunities for success. Given that food is a fundamental human necessity, this industry is deemed enduring. However, amidst the potential, businesses within the food and beverage sector need strategic approaches to survive and thrive amid escalating competition. In recent years, this industry has rapidly evolved, becoming a prevalent trend within society, securing a prominent position in the franchise business due to the increasing desire for entrepreneurial ventures. Consumer behavior, specifically purchase intention, is significantly influenced by various factors, including social media influencers and brand image. This study aims to investigate the impact of social media influencers and brand image on the purchase intention of Menantea tea beverages. Utilizing quantitative data collected through online questionnaires, the study focused on Generation Z and millennials familiar with social media influencer Jerome Polin, who intends to purchase Menantea tea in the near future. The analysis employed multiple linear regression using IBM SPSS 26, revealing a positive correlation between social media influencers, brand image, and purchase intention. Menantea should prioritize innovation, diversifying its tea offerings in line with contemporary trends and aligning with the expectations and needs of potential consumers. This approach ensures customer satisfaction, trust, and continued attention in a dynamic market landscape.