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Kadek Adyatna Wedananta
Universitas Pendidikan Nasional
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Journal : JIMEK

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Pengaruh Sosial Media Marketing, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian Konsumen di Curlybcoffe Denpasar Helmi Fauzi Kurnia Saputra; Kadek Adyatna Wedananta
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 1 (2026): Maret: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i1.9386

Abstract

The growth of coffee shop businesses in Denpasar City has intensified competition, requiring business owners to optimize marketing strategies, maintain product quality, and strengthen brand image. This study aims to analyze the influence of social media marketing, product quality, and brand image on consumer purchasing decisions at Curlybcoffe Denpasar. A quantitative approach was used, employing a survey method involving 100 respondents who had made purchases at Curlybcoffe. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that all research instruments are valid and reliable. Partially, product quality and brand image have a positive and significant effect on purchasing decisions, while social media marketing does not show a significant effect. Simultaneously, social media marketing, product quality, and brand image collectively have a positive influence on consumer purchasing decisions at Curlybcoffe Denpasar. These findings show that consumer decisions are more strongly driven by perceptions of product quality and brand image than by promotional content on social media. Therefore, Curlybcoffe should prioritize improving menu quality and strengthening brand identity, supported by a more consistent and engaging social media marketing strategy.
Co-Authors Anak Agung Adi Wiryya Putra Anak Agung Gde Putra Pemayun Anggit Septio Budi Arya, Komang Yadura Atima Kaewsa-ard Basmantra, Ida Nyoman Christiany, Valencia Elisabeth Devi N., I Gst. Ayu P. Jesika Sita Dewa Ayu Diah Satyawati Dewa Ayu Triadinda Cahya Subandi Gede Humaswara Prathama Gusi Putu Lestara Permana Helmi Fauzi Kurnia Saputra I Gede Budasi I Gede Pasek Wiryatama I Gst. Ayu P. Jesika Sita Devi N I Gst. Ayu P. Jesika Sita Devi N I Gst. Ayu Wirati Adriati I Gusti Arya Agung Restu Diva Dewangga I Gusti Ayu Indah Triana Juliari I Gusti Ngurah Darma Paramartha I Ketut Raka Saputra I Made Sindhu Yoga I Putu Dharmawan Pradhana I Putu Yoga Purandina I Putu Yudi Sudarmawan Ida Ayu Putu Megawati Ida Ayu Putu Megawati Indrayana, I Putu Dony Kertiriasih, Ni Nengah Rupadi Kumaradewi M, Ni Putu Dhanan Listiyani, Komang Laras Made Ratih Nurmalasari Maheswari, Anak Agung Istri Agung Nando, Hose Hongcapryo Naraditha, I Made Andika Ni Kadek Astri Dewi Ni Kadek Ayu Diah Purnama Sari Ni Nengah Rupadi Kertiriasih Ni Nyoman Mita Triyanti Ni Putu Yunita Anggreswari Nuning Indah Pratiwi Nyoman Alit Septiningsih Prof. Dr.I Ketut Seken,MA . Pulasari, Luh Ayu Putri Wedayanti Putri Ekaresty Haes Putu Indah Dianti Putri Putu Kerti Nitiasih Putu Purnama Dewi Putu Putri Prawitasari Putu Suparna putu suparna, putu Sahri Aflah Ramadiansyah Sarahswati, Made Dwi Kanaka Sari, Putu Ratna Juwita Sita Devi N., I Gst. Ayu P. Jesika Sulistya Dewi, Putu Amanda Surya Putri, Desak Gede Cistani Wahyu Surya Ababiel Yasa, I Putu Darma