The Influence of Social Media Marketing and Brand Awareness on Coffee Purchase Intent: Starbucks Case Study in Medan

Abstract

This research investigates the impact of social media marketing and brand awareness on consumers' purchase intentions toward Starbucks coffee in Medan City, North Sumatra, Indonesia. Using a quantitative approach with a sample of 250 respondents, the study employed structural equation modeling (SEM) to analyze the relationships between variables. Data were collected through online questionnaires using convenience sampling method. The results demonstrate that social media marketing has a significant positive effect on brand awareness (β = 0.742, p < 0.001), and both social media marketing and brand awareness significantly influence purchase intention (β = 0.365 and β = 0.478, respectively, p < 0.001). Additionally, brand awareness mediates the relationship between social media marketing and purchase intention with an indirect effect of 0.355. The study reveals that Starbucks' digital marketing strategies effectively enhance consumer brand perception, which subsequently increases purchase intentions. The findings suggest that coffee companies should prioritize social media engagement and brand-building initiatives to drive consumer purchasing behavior in urban markets. This research contributes to understanding digital marketing effectiveness in the beverage industry and provides practical implications for marketing strategy development.