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EXAMINING THE IMPACT OF SOCIAL MEDIA MARKETING AND PROMOTION ON CONSUMER BUYING INTENTIONS: A CASE STUDY OF ONOY BAKERY, JAMBI

PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI TERHADAP MINAT BELI KONSUMEN DITOKO ONOY BAKERY ARIZONA JAMBI

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · pp. 197–204

DOI
10.22437/jbsmr.v8i2.44913
ISSN
2597-6265, 2597-369X
Published
2025-06-30
Publisher
Management Department, Faculty of Economics and Business, Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

English

This study explores the influence of social media marketing and promotional strategies on consumer purchase intention at Onoy Bakery in Arizona, Jambi. In today’s highly competitive bakery industry, digital marketing plays a crucial role in attracting consumer interest. The research was conducted by gathering insights from consumers through questionnaires. The findings reveal that social media marketing has a strong impact on consumers' willingness to make a purchase, particularly through the use of engaging visual content, interactive communication, and platforms such as Instagram and TikTok. On the other hand, traditional promotional methods did not appear to significantly affect consumer interest. These results highlight that while social media marketing is an effective tool for increasing purchase intention, conventional promotional strategies may require further innovation to remain relevant. This study underscores the importance for businesses to adapt to digital trends in order to maintain consumer engagement and drive purchasing decisions.

Indonesian

Penelitian ini mengeksplorasi pengaruh pemasaran media sosial dan strategi promosi terhadap minat beli konsumen di Onoy Bakery di Arizona, Jambi. Dalam industri roti yang sangat kompetitif saat ini, pemasaran digital memainkan peran penting dalam menarik minat konsumen. Penelitian ini dilakukan dengan mengumpulkan wawasan dari konsumen melalui kuesioner. Temuan tersebut mengungkapkan bahwa pemasaran media sosial memiliki dampak yang kuat terhadap kesediaan konsumen untuk melakukan pembelian, terutama melalui penggunaan konten visual yang menarik, komunikasi interaktif, dan platform seperti Instagram dan TikTok. Di sisi lain, metode promosi tradisional tampaknya tidak secara signifikan mempengaruhi minat konsumen. Hasil ini menyoroti bahwa meskipun pemasaran media sosial merupakan alat yang efektif untuk meningkatkan minat beli, strategi promosi konvensional mungkin memerlukan inovasi lebih lanjut agar tetap relevan. Studi ini menggarisbawahi pentingnya bagi bisnis untuk beradaptasi dengan tren digital untuk mempertahankan keterlibatan konsumen dan mendorong keputusan pembelian.

Keywords

Collaboration network of the authors

33 authors · 90 co-authorship links

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Co-authorOrganisationJoint articles
Yosi FahdillahAffiliation unknown6
Yossinomita YossinomitaAffiliation unknown4
Syahmardi YacobAffiliation unknown2
Ayu FeranikaAffiliation unknown2
Yosi FadhillahAffiliation unknown2
Raja Sharah FatriciaAffiliation unknown2
Zora Anjas WilonaAffiliation unknown2
wAffiliation unknown2
Dwi HastutiAffiliation unknown1
Fitri WidiastutiAffiliation unknown1
Faradina ZevayaAffiliation unknown1
Mustaqim SigaAffiliation unknown1
Deki IrawanAffiliation unknown1
JUNAIDI JUNAIDIAffiliation unknown1
Rita KomaladewiAffiliation unknown1
Asep MulyanaAffiliation unknown1
Tona Aurora LubisAffiliation unknown1
Anggia Agustini SaputriAffiliation unknown1
Dede SulemanAffiliation unknown1
Feyza Muhammad IkhsanAffiliation unknown1
irfan HassandiAffiliation unknown1
Wahya LubisAffiliation unknown1
Alberta IngrianaAffiliation unknown1
Anjastanara PasaeAffiliation unknown1
Eddy SuratnoAffiliation unknown1
Pupung IsmayantiAffiliation unknown1
Vinsensius Kenzie Aldo BaswaraAffiliation unknown1
Dini HaryatiAffiliation unknown1
Widyadhana CandraningtiasAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">EXAMINING THE IMPACT OF SOCIAL MEDIA MARKETING AND PROMOTION ON CONSUMER BUYING INTENTIONS: A CASE STUDY OF ONOY BAKERY, JAMBI</dc:title>
	<dc:title xml:lang="id">PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI TERHADAP MINAT  BELI KONSUMEN DITOKO ONOY BAKERY ARIZONA JAMBI </dc:title>
	<dc:creator xml:lang="en">Pangestu, Mira Gustiana</dc:creator>
	<dc:creator xml:lang="en">Sabrina, Hanan Laras</dc:creator>
	<dc:creator xml:lang="en">Yossinomita</dc:creator>
	<dc:creator xml:lang="en">Ramadhan, Raihan Fajri</dc:creator>
	<dc:subject xml:lang="en">Social Media Marketing</dc:subject>
	<dc:subject xml:lang="en">Promotion</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:description xml:lang="en">This study explores the influence of social media marketing and promotional strategies on consumer purchase intention at Onoy Bakery in Arizona, Jambi. In today’s highly competitive bakery industry, digital marketing plays a crucial role in attracting consumer interest. The research was conducted by gathering insights from consumers through questionnaires. The findings reveal that social media marketing has a strong impact on consumers' willingness to make a purchase, particularly through the use of engaging visual content, interactive communication, and platforms such as Instagram and TikTok. On the other hand, traditional promotional methods did not appear to significantly affect consumer interest. These results highlight that while social media marketing is an effective tool for increasing purchase intention, conventional promotional strategies may require further innovation to remain relevant. This study underscores the importance for businesses to adapt to digital trends in order to maintain consumer engagement and drive purchasing decisions.</dc:description>
	<dc:description xml:lang="id">Penelitian ini mengeksplorasi pengaruh pemasaran media sosial dan strategi promosi terhadap minat beli konsumen di Onoy Bakery di Arizona, Jambi. Dalam industri roti yang sangat kompetitif saat ini, pemasaran digital memainkan peran penting dalam menarik minat konsumen. Penelitian ini dilakukan dengan mengumpulkan wawasan dari konsumen melalui kuesioner. Temuan tersebut mengungkapkan bahwa pemasaran media sosial memiliki dampak yang kuat terhadap kesediaan konsumen untuk melakukan pembelian, terutama melalui penggunaan konten visual yang menarik, komunikasi interaktif, dan platform seperti Instagram dan TikTok. Di sisi lain, metode promosi tradisional tampaknya tidak secara signifikan mempengaruhi minat konsumen. Hasil ini menyoroti bahwa meskipun pemasaran media sosial merupakan alat yang efektif untuk meningkatkan minat beli, strategi promosi konvensional mungkin memerlukan inovasi lebih lanjut agar tetap relevan. Studi ini menggarisbawahi pentingnya bagi bisnis untuk beradaptasi dengan tren digital untuk mempertahankan keterlibatan konsumen dan mendorong keputusan pembelian.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/44913</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.44913</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 197-204</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/44913/21946</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Mira Gustiana Pangestu</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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