Does Social Media Marketing Influence Millennial’s Purchase Intention in Tasikmalaya during Covid-19 Era?

Tika Annisa Koeswandi; Sabrina Kathleen; Rovel Bay Osadi

doi:10.32698/ICRED.0462

Does Social Media Marketing Influence Millennial’s Purchase Intention in Tasikmalaya during Covid-19 Era?

Tika Annisa Koeswandi^(1*), Sabrina Kathleen⁽²⁾, Rovel Bay Osadi⁽³⁾

(1) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, Bandung, Indonesia
(2) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, Bandung, Indonesia
(3) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, Bandung, Indonesia
(*) Corresponding Author

Abstract

This research is a quantitative-descriptive research with included 67 millennials in Tasikmalaya, West Java, Indonesia who at least purchased a coffee product and actively use social media during covid-19. The sample technique chosen was incidental sampling, which was a sampling technique based on coincidence such as anyone who incidentally met the criteria. Questionnaire through google form was conducted to collect the data. The data were then analyzed by using SPSS 20. The result shows that the more intense social media marketing is used in Covid-19 situation, the more influence receives by millennial to have a purchase intention in buying coffee product.