The Path analysis, a technique that extends multiple linear regression analysis, is used in this study's data test to evaluate the causal link between two or more variables. The steps in analyzing using Path Analysis are as follows.

Reporting Regression Analysis Results

Considering Table 4.6, the sub-structural regression equation 1 can be formulated as follows:

e1 + β1X = M = 0.347X

Considering Table 4.7, the sub-structural Equation 2 of regression can be formulated as follows:

Y = β2X + β3M + e1

Y = 0.803X + 0.150M

Social media marketing variables' indirect impact on buying intention mediated by It is possible to calculate brand image through Calculating brand image is feasible.

= 0.347 x 0.150

= 0.052

The overall effect of social media marketing on brand image and buying intention as a mediating variable can be computed using the equation: Pengaruh total = β2 + (β1 x β3)

= 0.803 + (0.347 x 0.150)

= 0.855

The first and second regression models can be used as a foundation for a final path diagram model. However, the first step is to find the standard error value. To find the standard error value, utilize the formula below.

e= √ (1-R^2)

e1= √ (1-0.120) =0.938

e2= √(1-0.750)=0.500

The findings of the tests that have been performed are used to determine the significance value of the F test, which is 0.000. This significant value being less than 0.05 suggests that social media marketing and brand image elements have a stimulating effect on purchase intention.

Table 3. shows the outcomes of these coefficients can be formed by channel analysis as follows.

Asymp.Sig (2-tailed) coefficient was determined based on Table 4 data. of Sub-structural model 1 was 0.067, the coefficient of Asymp.Sig (2-tailed) of Sub- structural model 2 was 0.079. 0.05 is more than the value which means that One can conclude that this structure model been distributed normally.

The results in Table 4.10 for the multicollinearity test in Sub-structural model 2 indicate the social media marketing tolerance value and brand image variables is 0.880. This value exceeds 0.1. The The two variables' VIF value is 1.136, which is less than 10. The multicollinearity test findings indicate that the pathway model does not exhibit any multicollinearity symptoms.

The output results in Table 4.11 can be seen in Sub-structural 1 the The variable for social media marketing's significance value is 0.854. Sub-structural model 2 has a The significance values for the social media marketing and brand image variables were 0.187 and 0.917, respectively. The fact that the significance level exceeds 0.05 suggests that the model that has been created is declared to have no symptoms of heteroscedasticity.

Purchase intention is positively and significantly impacted by social media marketing, according to the study's findings. These results prove that marketing strategies through social media have vital role in promoting clients' desire to make purchases. Social media has become one of the main channels of modern marketing communication, allowing brands to communiti directly with their consumers in person and in in real time. Social media marketing includes various activities such as disseminating product information, promotion, two- way interaction with consumers, and presenting content that is engaging and emotionally relevant. SOR theory explains that social media marketing is a stimulus (S) that triggers psychological responses in consumers (organisms/O), such as interest, trust, and interest in products, which then produces responses

(R) in the form of purchase intent. These results are in keeping with the results of Zhan et al., (2016) In keeping with the results of marketing can support companies in increasing customer satisfaction, which ultimately contributes to increasing buying interest in products or services offered by companies. Aji et al.,. (2020) which states that buying intention is significantly and favorably impacted by social media marketing. Choedon and Lee (2020) also support this by stating that purchase intention is positively and significantly impacted by social media marketing.

According to the study's findings, social media marketing significantly improves consumers' perceptions of a company. These findings demonstrate that customers will have a more favorable opinion of the company the more successfully a social media marketing strategy is applied. Customers can develop stronger brand ties when social media marketing tactics are used consistently and wisely. Positive experiences that support the brand's reputation can be achieved through campaigns that are pertinent to the target market's values and way of life, engaging content, and prompt resolution of inquiries or grievances. Jen One of the most important tools for coffee brand

promotion is social media. Not only does it focus on product promotion, but it also creates added value through content that is educational, entertaining, and builds long-term relationships with consumers. In the current digital age, social media serves as a strategic tool for enhancing and forming brand image in addition to being a means of reaching a larger audience. The theory known as S- O-R (Stimulus-Organism-Response) explains how environmental stimuli impact consumer behavior. These stimuli are then processed internally by the organism, resulting in a particular response. One tactic for reaching customers online is social media marketing, which aims to boost a company's success (Elaydi 2018). The findings of a study by Jasin (2022) that found social media marketing can significantly improve brand image are consistent with this outcome. Harvina et al.'s brand image can be significantly and favorably impacted by social media marketing (2022).

Purchase intention is positively and significantly impacted by brand image, according to the study's findings. These results show that the more positive the image of a brand in the eyes of consumers, the higher the desire of consumers to buy products from the brand. These results strengthen the understanding that brand image has an important role in shaping consumer perception and belief in the products or services offered. Brand image includes a collection of associations that consumers have with a brand, whether it is related to quality, reliability, reputation, or emotional value. When consumers perceive a business favorably. Consumers tend to choose brands they know and trust, as this reduces the risk in the purchase and provides a sense of emotional comfort. Even when there is a large selection of similar products on the market, brands with a positive image will have a higher chance of being chosen.

The study's findings indicate that social media marketing's impact on purchase intention can be somewhat mediated by brand image. This suggests that marketing can raise consumer interest in purchasing and when communicated through brand image, buying interest will increase. Social media marketing is an external stimulus received by consumers through digital platforms. This form of stimulus includes promotions, interactive content, customer reviews, and two-way communication by brands through social media. Based on the S-O-R theory, this stimulus serves to attract consumer attention and create an initial experience that shapes the perception of the brand. Brand image represents the internal condition of consumers in processing stimulus. This includes perceptions, associations, and emotions formed towards brands based on consumer interactions with brands through social media. In the S-O-R theory, it is this stage of the organism that determines how the stimulus is captured, interpreted, and responded. Purchase intention is the end result or response of the stimulus and organism processes. This is the consumer's intention or desire to make a purchase. In the S-O-R theory, the response arises after the stimulus is

processed internally by the organism. These results are In keeping with Huda et al.'s research, brand image can significantly and favorably mediate social media marketing to purchase intention (2022). Brand image has the potential to significantly and favorably mediate the impact of social media marketing on purchase intention, according to Sabella et al. (2020). Moreover, Mukhsoni et al.'s research from 2022 supports the idea that brand image can influence purchase intention in a positive and significant way through social media marketing.

This research creates practical implications for JEN Coffee to being able to use social media marketing more frequently to improve brand perception, which in turn can raise purchase intent. This study can serve as a reference for JEN Coffee in order to formulate a social media marketing strategy.

This study clarified the theoretical foundation supporting the hypothesis, which is the part brand image plays in comprehending how social media marketing affects consumers' purchase intentions. The S-O-R theory in regard to social media marketing is empirically supported by this study, specifically for JEN Coffee. The results of the study indicate that one external stimulus, social media marketing, can affect customers' internal brand impressions, which in turn can affect their inclination to buy. This results support the validity of S-O-R theory in explaining the relationship between digital promotion and modern consumer behavior, especially among active social media users.

on the basis of the problem formulation, the research's goal, and the findings that were reported in the preceding chapter. The study's findings support the following conclusion:

made: