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All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Pendidikan dan Kewirausahaan
Ainul Yaqin
STKIP PGRI Situbondo
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Sosial Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Mie Gacoan Situbondo Ainul Yaqin; Ahmad Hafas Rasyidi; Dassucik Dassucik
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 10 No 1 (2026): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v10i1.34476

Abstract

The rapid development of digital technology has prompted businesses to adjust their marketing strategies by leveraging social media, which has become an effective tool for promotion, consumer interaction, and brand image building Mie Gacoan, as a culinary brand, actively utilizes social media to attract consumers’ attention, particularly among the younger generation. This study aims to analyze the influence of social media marketing and brand image on the purchase decisions of Mie Gacoan consumers in Situbondo. The research employed a quantitative survey approach, involving 102 consumers selected through accidental sampling. Data were collected using a five-point Likert scale questionnaire and analyzed through multiple linear regression. The results indicate that both social media marketing and brand image have a positive and significant effect on purchase decisions. Partially, brand image contributes more than social media marketing, while simultaneously, the two variables explain 61.9% of the variation in purchase decisions. These findings underscore that integrating digital marketing strategies through social media with brand image enhancement can improve the effectiveness of consumer purchase decisions. The study provides practical insights for developing digital marketing strategies in the culinary industry and offers a foundation for future research with an expanded scope of variables and geographical coverage.
The Role of Social Media as a Digital Marketing Strategy in Influencing Consumer Purchase Decisions for Mie Gacoan Ainul Yaqin; M. Farros Al Alimi; Faiqurrohman Faiqurrohman; M Padila Ramadan; Zainul Munawwir
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 14 No 2 (2026): in Press
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v14i1.2193

Abstract

The rapid growth of social media has significantly transformed digital marketing strategies, particularly within the culinary industry. Social media functions not only as a promotional tool but also as an interactive communication medium capable of shaping consumer perceptions, trust, and purchasing decisions. This study aims to synthesize and analyze empirical findings regarding the role of social media as a digital marketing strategy in influencing purchase decisions of Mie Gacoan consumers. A Systematic Literature Review (SLR). Relevant academic articles published between 2020 and 2025 were retrieved from Google Scholar and selected based on predefined inclusion and exclusion criteria. The findings indicate that social media strategies—especially engaging visual content, active consumer interaction, and electronic word of mouth (eWOM)—significantly enhance brand awareness, brand image, and consumer trust. These results confirm that well-planned and sustainable social media management is a crucial factor in improving marketing effectiveness and maintaining competitive advantage in the highly competitive culinary industry.
Co-Authors Dassucik Faiqurrohman Faiqurrohman M Padila Ramadan M. Farros Al Alimi Zainul Munawwir