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All Journal ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Muhamad Ramzi Yansyah
Universitas Bumigora
Humanities Economics, Econometrics & Finance Education Social Sciences

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The Effect of Social Media Marketing, Brand Image, and Price on Purchase Decisions among Generation Z Consumers Muhamad Ramzi Yansyah; L Jatmiko Jati; Ika Yuliana; Putri Amalia Wardi
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 7 No. 2 (2026): September
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v7i2.1818

Abstract

This study aims to analyze the effect of Social Media Marketing, Brand Image, and Price on Purchase Decisions among Generation Z consumers at Unics Vape Indonesia, Ampenan Branch, Mataram. This research employed a quantitative approach. The population consisted of consumers who had purchased vape products at Unics Vape Indonesia, Ampenan Branch, Mataram, with an unknown population size. A total of 165 respondents were selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression. The results showed that Social Media Marketing had a positive but insignificant effect on Purchase Decisions, with a regression coefficient of 0.129, t-value of 1.710, and significance level of 0.089. Meanwhile, Brand Image and Price had significant effects on Purchase Decisions. Simultaneously, Social Media Marketing, Brand Image, and Price had a significant effect on Purchase Decisions, with an F-value of 100.055 and a significance level of less than 0.001. The coefficient of determination (R²) was 0.651, indicating that 65.1% of the variation in Purchase Decisions was explained by the three independent variables. These findings indicate that Price was the most dominant factor influencing Purchase Decisions, followed by Brand Image.
Co-Authors Ika Yuliana L Jatmiko Jati Putri Amalia Wardi