Social Media Marketing Strategies for Enhancing Consumer Purchase Intention toward Geprek Kota and Tea Kota Products

Muhammad Alfan Khairuddin; Fahrudin

doi:10.63922/ijebir.v5i05.5828

Muhammad Alfan Khairuddin Universitas Nurul Jadid
Fahrudin Universitas Nurul Jadid

DOI: https://doi.org/10.63922/ijebir.v5i05.5828

Keywords: marketing strategy, social media, consumer purchase intention

Abstract

The rapid advancement of digital technology has encouraged micro, small, and medium-sized enterprises (MSMEs) to adopt social media as a marketing strategy to enhance consumer purchase intention. However, limited qualitative research has explored how these strategies are implemented in culinary MSMEs. This study aims to analyze the implementation of social media marketing strategies at Geprek Kota and Tea Kota in Probolinggo Regency, Indonesia. A qualitative descriptive approach was employed. Data were collected through observations, semi-structured interviews, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings indicate that the integration of the marketing mix (product, price, promotion, and place) with effective social media utilization, including accessible information, engaging content, responsive communication, credible information, and consistent promotion, enhances consumer purchase intention across transactional, referential, preferential, and exploratory dimensions. The study proposes a conceptual model that explains the implementation of digital marketing strategies in culinary MSMEs and extends previous quantitative studies.

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