The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung

Meydina Eka Cahyani ; Mahrinasari M.S.
International Journal of Management and Digital Sc... 📅 2026 Vol 3, No 2 🔗 DOI: 10.70062/managementdynamics.v3i2.538
Abstract
The rapid development of the internet has increasingly encouraged people to depend on social media as a primary source for obtaining information and sharing personal experiences. This shift in digital behavior has also been adopted by traditional snack sellers in Bandar Lampung, who now utilize social media platforms and strengthen their brand image as key components of their marketing strategies. Accordingly, this study aims to examine the effect of social media marketing dimensions and brand image on consumers’ purchase intention toward traditional snack products. This research applies a quantitative method using a purposive sampling technique, involving 110 respondents who are familiar with the Yussy Akmal and Kue Akong brands and have been exposed to their social media content. Data were collected through questionnaires and analyzed using SPSS version 27 with multiple linear regression analysis. The findings indicate that the dimensions of social media marketing, including entertainment, interaction, trendiness, customization, and electronic word-of-mouth (eWOM), as well as brand image, have a positive and significant influence on consumers’ purchase intention for traditional snacks.
Keywords
Brand Image; Dimension; Purchase Intention; Social Media Marketing; Traditional Snack
How to Cite

Meydina Eka Cahyani & Mahrinasari M.S. (2026). The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung. International Journal of Management and Digital Sciences, 3(2). https://doi.org/10.70062/managementdynamics.v3i2.538

Meydina Eka Cahyani; Mahrinasari M.S., "The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung," International Journal of Management and Digital Sciences, vol. 3, no. 2, 2026.

Meydina Eka Cahyani; Mahrinasari M.S.. "The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung." International Journal of Management and Digital Sciences, vol. 3, no. 2, 2026.

Meydina Eka Cahyani; Mahrinasari M.S.. "The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung." International Journal of Management and Digital Sciences 3, no. 2 (2026).

Meydina Eka Cahyani & Mahrinasari M.S. (2026) 'The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung', International Journal of Management and Digital Sciences, 3(2). doi: 10.70062/managementdynamics.v3i2.538.

Meydina Eka Cahyani; Mahrinasari M.S.. The Influence of Social Media Marketing Dimension and Brand Image on Purchase Intention: A Consumer Study of Tradisional Snacks in Bandar Lampung. International Journal of Management and Digital Sciences. 2026;3(2).

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