Proceedings papers / Pages 831-835
The Influence of Social Media Marketing and Packaging on Purchase Intention Toward Fore Coffee Among Instagram Users in Malang City
- Business Administration Department, State Polytechnic of Malang, Indonesia
Abstract
This study was conducted to examine the influence of social media marketing and packaging on the purchase intention of Fore coffee among Instagram users in Malang. This study employed a quantitative method using purposive sampling on 102 respondents who were active Instagram users, had viewed single posts or carousels from the @fore.coffee Instagram account, and had seen the large Fore Coffee ice cup via Fore’s official Instagram account. The data were analyzed using IBM SPSS software, with the hypothesis that Social Media Marketing and Packaging have a positive and significant influence on Purchase Intention.
Keywords
- Social Media Marketing
- Packaging
- Purchase Intention
- Visual Element
Citation
Khofifatul Khusnah, Yosi Afandi, Mohammad Maskan. (2026). The Influence of Social Media Marketing and Packaging on Purchase Intention Toward Fore Coffee Among Instagram Users in Malang City. Proceedings of the International Symposium on Management, 23, 831-835.