Factors Influencing Purchase Intention on Dessert Box Product: A Case Study on Consumers in Jakarta

Abstract

This research aims to determine the factors that influence consumer purchase intentions in Jakarta towards dessert box products. In this research there are five variables, namely social media marketing, brand awareness, brand image, brand trust, and purchase intention. This research uses a sample whose criteria are domiciled in Jakarta, 17 years old, familiar with the Bittersweet by Najla boxed dessert product, and have purchase intention towards the product boxed dessert Bittersweet by Najla. The research method used is quantitative with purposive sampling data collection techniques. This research produced data from 228 respondents which were analyzed using the Structural Equation Modeling (SEM) technique. The research results show that social media marketing has a positive and significant effect on purchase intentions, social media marketing has a positive and significant effect on brand trust, brand awareness has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand trust, brand image has a positive effect and significant on purchase intention, and brand trust has a positive and significant effect on purchase intention.