PENGARUH SOCIAL MEDIA MARKETING DAN KOMUNIKASI PEMASARAN TERHADAP MINAT BELI KONSUMEN HONDA RADEN INTAN

Abstract

This research was conducted to analyze how Social Media Marketing and Marketing Communication affect the Purchase Intention of consumers at Honda Raden Intan. A quantitative method combined with a survey design was applied. A total of 100 respondents took part in the study, chosen through a purposive sampling approach. Respondents had to be at least 17 years old, follow Honda Raden Intan's social media accounts, have encountered its promotional materials, and hold an interest in buying a Honda motorcycle. The data collection process relied on an online survey distributed through Google Forms, using a five-point Likert scale format. IBM SPSS Statistics 26 was used to process the data, covering validity and reliability testing, classical assumption checks, multiple linear regression, t-tests, and the coefficient of determination. Findings show that Social Media Marketing contributes a positive and significant effect on purchase intention, evidenced by a regression coefficient of 0.455 and a significance level of 0.000 (p < 0.05). Marketing Communication likewise exerts a positive and significant influence on purchase intention, shown by a regression coefficient of 0.312 and a significance level of 0.026 (p < 0.05). Overall, the results point to the value of well-executed digital marketing paired with integrated marketing communication in strengthening consumers' intention to purchase Honda products. Practically, the study offers guidance for Honda Raden Intan in refining its social media use and marketing communication approach to boost consumer purchase intention and remain competitive within the automotive sector.