Leveraging Social Media Marketing and Brand Awareness for Enhancing Purchase Intention in the Food and Beverage Industry Post-COVID-19

The COVID-19 pandemic has had a profound impact on all aspects of people's lives. Beyond health concerns, the economy is one of the areas that has been significantly affected by the pandemic, leading to job losses and reduced incomes for many workers. Among the economic sectors that have been affected, the food and beverage (F&B) industry has faced challenges in adapting to the economic downturn. In this context, digital marketing through social media has emerged as a crucial tool for business owners to maintain sales, especially in the context of social distancing measures. Brand awareness is also vital for business optimization, and social media marketing and brand awareness are believed to be key factors influencing customers’ purchase intentions. This study employs a descriptive qualitative approach, and sampling is conducted through the purposive sampling method. The research findings highlight the effectiveness of social media, particularly platforms like Instagram, in combination with brand awareness, in enhancing purchase intentions. These insights can be valuable for entrepreneurs looking to develop their businesses and inform their future strategies.