SOCIAL MEDIA MARKETING, BRAND IMAGE, AND TRUST IMPACT ON CONSUMER PURCHASE INTEREST OF MIE SEDAP PRODUCTS IN SEMARANG CITY

Abstract

The aim of this research is to determine the influence of social media marketing, brand image and trust on purchasing interest in delicious noodle products in Semarang City. Quantitative research, with an unknown population of all Mie Sedap customers in Semarang City. The sampling technique uses the Purposive Sampling method. The research sample was obtained using the Hair formula, resulting in a sample size of 115 respondents. The analysis in this research uses the descriptive analysis method, the data analysis method uses the classical assumption test, multiple linear regression analysis, model feasibility test (F test), and hypothesis test (t test) The results of this research show that brand image and digital marketing have an influence of 61.4% on purchasing interest, while the remaining 38.6% is explained by other variables outside the model of this research. The conclusions in this research show that social media marketing, brand image and trust have an influence on customer buying interest, so it is necessary to increase marketing for social media marketing, building brand image and customer trust.