Analysis of Purchase Intention Factors Based on Social Media Marketing in Food and Beverage (F&B) Industries

Visiting cafes and consuming coffee has become a trend throughout society in Indonesia. Due to this trend, the cafe industry is thriving, creating a highly competitive environment for business owners. Therefore, the purpose of this study is to explore how outcome quality, interpersonal quality, and physical environment quality influence customer satisfaction, social media marketing, WOM, brand awareness, and purchase intention. The research population consists of young consumers and more women. In this study, quantitative methods were used, and research data were obtained through online questionnaires which were distributed to 403 respondents, of which 400 of them had visited cafes while the remaining 3 had never visited cafes. Research questions that need to be answered: What factors influence a person's purchase intention? There are 13 (thirteen) hypotheses for this study and the answers to these questions show that social media marketing and also customer satisfaction are the main factors that have an impact that belongs to the large category of purchase intention. For cafe owners, this study has practical implications. Cafe owners should ensure customer satisfaction by improving the quality of their menu, staff members, and the cafe's physical environment. Also, cafe owners should maximize the usage of social media to boost their business.