PERAN BRAND IMAGE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA DAPOER RADITYA

Industri Food and Beverage (F&B) di Indonesia terus berkembang meskipun sempat terdampak pandemi Covid-19. Perubahan gaya hidup, preferensi konsumen, dan kemajuan teknologi menjadikan sektor ini semakin dinamis dan kompetitif. Dapoer Raditya sebagai UMKM yang bergerak pada sektor F&B memanfaatkan media sosial untuk meningkatkan purchase intention konsumen. Namun, tingginya jangkauan belum sejalan dengan peningkatan niat beli. Penelitian ini bertujuan untuk menganalisis peran brand image dalam memediasi pengaruh social media marketing terhadap purchase intention. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan penyebaran kuesioner kepada 100 responden calon konsumen Dapoer Raditya di Kota Denpasar dan dianalisis menggunakan path analysis. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand image dan purchase intention. Brand image juga berpengaruh signifikan terhadap purchase intention dan terbukti memediasi hubungan antara keduanya. Temuan ini menjelaskan theory of planned behavior (TPB) yang menekankan pentingnya strategi adaptif dalam membentuk citra merek dan sikap positif konsumen. Implikasi praktis penelitian ini menunjukkan perlunya perancangan konten media sosial yang relevan dan konsisten untuk membangun karakter merek yang khas dan meningkatkan niat beli konsumen.   The Food and Beverage (F&B) industry in Indonesia continues to grow despite being affected by the Covid-19. Changes in lifestyle, consumer preferences, and technological advancements have made the sector increasingly dynamic and competitive. Dapoer Raditya as a micro, small, and medium enterprise (MSME) in the F&B sector, utilizes social media to enhance consumer purchase intention. However, high social media reach does not necessarily correlate with an increase in purchase intention.This study aims to analyze the role of brand image in mediating the effect of social media marketing on purchase intention. A quantitative associative approach was applied, with data collected from 100 prospective consumers of Dapoer Raditya in Denpasar City through a questionnaire. The data were analyzed using path analysis, the results indicate that social media marketing has a positive and significant effect on both brand image and purchase intention. Furthermore, brand image significantly influences purchase intention and is proven to mediate the relationship between the two variables. These findings support the theory of planned behavior (TPB) which emphasize the importance of adaptive strategies in shaping brand image and fostering positive consumer attitudes.The practical implication of this study highlights the need to design relevant and consistent social media content in order to build a distinctive brand character and increase consumer purchase intention.