| ABSTRACT |
The rapid growth of social media platforms has transformed the landscape of modern marketing by enabling firms to directly engage with consumers, influence perceptions, and drive purchase decisions. Social media marketing has emerged as a powerful tool that integrates content creation, interaction, and electronic word-of-mouth to shape consumer behavior. This study examines consumer purchase intention towards social media marketing, focusing on key determinants such as content quality, brand engagement, trust, perceived value, and promotional activities. A descriptive and analytical research design was adopted using both primary and secondary data. Primary data were collected from 150 respondents through a structured questionnaire, while secondary data were sourced from journals, books, and online publications. Statistical tools such as percentage analysis, chi-square test, correlation, and regression analysis were employed. The findings reveal that content quality, trust, and brand engagement have a significant influence on consumer purchase intention. The study provides valuable insights for marketers to design effective social media strategies that enhance consumer engagement and drive purchase behavior. |
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