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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT JEMPER (Jurnal Ekonomi Manajemen Perbankan) Altasia : Jurnal Pariwisata Indonesia Ekonomi dan Bisnis International Conference on Islamic Economic Jurnal Kajian Budaya dan Humaniora (JKBH) Journal of Islamic Economic Laws
Nugraha, Aa Willy
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : JEMPER (Jurnal Ekonomi Manajemen Perbankan)

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Social Media Marketing and Brand Image as Determinant Factor of Purchase Decision Abdillah, Fitriyadi; Nugraha, Aa Willy
Jurnal Ekonomi Manajemen Perbankan Vol 6 No 1 (2024): JEMPER Januari - Juni
Publisher : Prodi Manajemen S1 dan D3 Keuangan & Perbankan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/jemper.v6i1.2730

Abstract

Marketing by using social media (social media marketing) has increased in this era. With the rapid development of technology, the internet has made it easier to access information and communicate across distances. This research aimed to analyze social media marketing and brand image on consumers’ purchase decisions of Mitra Emas Product of BJB Syariah Bank in Tasikmalaya Branch. The survey used a quantitative approach to explore the impact of independent variables on dependent variables. This study used 140 respondents as a sample with a simple random sample technique. The analytical technique was path analysis. This study showed that both social media marketing and brand image significantly impact consumers' purchase decisions of Mitra Emas products from BJB Syariah Bank, Tasikmalaya Branch, both individually and collectively.
Co-Authors Abdillah, Fitriyadi Ahmad Ramdhani, Ahmad Fitriana, Nadia Ismail, Shafinar Maulana, Lutfi Mumtahaen, Ikmal Rosliyati, Ati Uswatun Hasanah Yusuf Abdullah