Authors : Akhmad Arfan; Daru Asih; Cheryl Avrillia

Volume/Issue : Volume 10 - 2025, Issue 2 - February

Google Scholar : https://tinyurl.com/ye29kwmt

Scribd : https://tinyurl.com/2pvzdwcw

DOI : https://doi.org/10.5281/zenodo.14885921

Abstract : This research aimed to examine the impact of social media marketing, content marketing, and brand image on consumer purchase intentions towards KYOTO helmets. The target population for this study comprised individuals residing in the Daerah Khusus Ibukota Jakarta region. A quantitative descriptive approach was employed to gather and analyze data. Data analysis was performed using Structural Equation Modeling (SEM) with Smart PLS version 4.0. The sampling technique utilized was purposive sampling, which involved selecting respondents based on specific criteria, including residents of Daerah Khusus Ibukota Jakarta who were familiar with KYOTO helmets and social media, aged 17 to 40 years. A total of 165 respondents participated in the study. The data collection method was a questionnaire distributed via Google Forms. The findings of this study reveal that social media marketing significantly and positively influences purchase intentions, content marketing significantly and positively affects purchase intentions, and brand image has a significant and positive impact on consumer purchase intentions.

Keywords : Social Media Marketing, Content Marketing, Brand Image, Purchase Intention.

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