THE ROLE OF SOCIAL MEDIA ON CONSUMER BUYING INTENTION: A CASE OF PEPSI COMPANY LIMITED IN DAR ES SALAAM

Abstract

ABSTRACT This study investigate the factors influencing consumer buying intentions for Pepsi products, focusing on the roles of subjective norms, passive behavioral control, and consumer attitudes. Conducted in Dar es Salaam. The study adopted a descriptive research design based on the Theory of Reasoned Action (TRA). The study surveyed 145 regular consumers of Pepsi using a structured questionnaire. Data were analyzed using IBM SPSS Version 26, with regression analysis employed to test the hypotheses. The results revealed that all three factors positively influenced buying intentions. Specifically, subjective norms (β = 0.567, p = 0.012), passive behavioral control (β = 0.452, p = 0.024), and consumer attitudes (β = 0.589, p = 0.001) were found to have significant positive effects on purchasing behavior. These findings highlight the importance of social influences, external factors like advertising, and consumer perceptions in shaping buying intentions. Based on these results, it is recommended that marketing strategies for Pepsi focus on reinforcing social norms, leveraging external influences such as social media, and enhancing consumer attitudes through positive brand image and satisfaction