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All Journal Sammajiva: Jurnal Penelitian Bisnis dan Manajemen
Violint Febriani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Media Sosial, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian pada Usaha Melia Boutique Batam Violint Febriani; Sabri Sabri; Rosita Septiani
Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Vol. 4 No. 1 (2026): SAMMAJIVA: Jurnal Penelitian Bisnis dan Manajemen
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/sammajiva.v4i1.2183

Abstract

Objectives This study aims to investigate how social media, brand image, and product quality influence consumer purchasing decisions at Melia Boutique Batam. This focus was chosen considering that the fashion retail business is operating amidst the intense competition of the current digital era. Methodology  Using a quantitative approach, this research involved 86 customers as respondents, recruited through an accidental sampling technique. The data collection process relied on a structured questionnaire with a five-point Likert scale. Before testing the hypotheses through multiple linear regression analysis using SPSS 22.0 software, all instruments and data were validated through a series of tests, including validity, reliability, normality, multicollinearity, and heteroscedasticity. Main Findings  Data analysis demonstrated a positive and significant impact of social media utilization, brand image, and product quality on purchasing decisions. Among these three factors, product quality emerged as the most dominant predictor, followed by the role of social media, and then brand image. When tested simultaneously, these three variables convincingly explained the dynamics of changes in purchasing decisions. This indicates that the combination of an effective digital promotional strategy, a strong brand identity, and reliable products will work together to boost consumer confidence and trigger their intention to shop again .Originality The novelty of this research lies in the presentation of empirical evidence that specifically highlights the local fashion boutique ecosystem. This study provides a clear picture of how digital marketing, brand perception, and product quality interact to shape consumer shopping behavior patterns in the evolving retail environment.
Co-Authors Rosita Septiani Sabri Sabri