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All Journal Masalah-Masalah Hukum Asy-Syir'ah: Jurnal Ilmu Syari'ah dan Hukum JURNAL IQRA´ FIKRI : Jurnal Kajian Agama, Sosial dan Budaya JRMSI - Jurnal Riset Manajemen Sains Indonesia Pelataran Seni : Jurnal Pendidikan dan Kajian Seni JURNAL ILMIAH LIVING LAW Jurnal Pengembangan Wiraswasta An Nabighoh Jurnal Pendidikan dan Pembelajaran Bahasa Arab Unes Law Review Ecopreneur.12 JURNAL MANAJEMEN PENDIDIKAN ISLAM AL-IDARAH PHI: Jurnal Pendidikan Matematika KONSEP DAN TUJUAN PADA TINJUAN BISNIS SYARIAH Jurnal Pedagogi dan Pembelajaran Among : Jurnal Pengabdian Masyarakat Jurnal Pendidikan Jurnal Ilmu Keperawatan dan Kebidanan Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Behavioral Accounting Journal Jurnal Media Akuntansi (MEDIASI) Refleksi Hukum: Jurnal Ilmu Hukum Jurnal Pengabdian Masyarakat Strada Jurnal Ilmiah Kesehatan (SJIK) Jurnal Agricultural Science Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat Medica Majapahit
Siti Mahmudah
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Jurnal Ekonomi

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The Influence Of Brand Image And Advertising On Social Media On Consumer Purchase Decisions On Emina Products (Case Study Of Students In Bandar Lampung) Siti Mahmudah; Defia Riski Anggarini
Jurnal Ekonomi Vol. 13 No. 03 (2024): Jurnal Ekonomi, Edition July -September 2024
Publisher : SEAN Institute

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Abstract

This research aims to examine the influence of brand image on purchasing decisions of Emina products and the impact of social media advertising on consumer purchasing decisions. The background of this study is the increasing competition in the cosmetics industry, which necessitates companies to build a strong brand image and utilize social media as an effective promotional tool. This quantitative study employed a purposive sampling technique with a sample size of 115 Emina product consumers in Bandar Lampung. The independent t-test results indicate that brand image has a partially positive and significant effect on Emina products among Bandar Lampung students. Furthermore, the simultaneous F-test results show that there is a significant influence between the brand image and social media advertising variables on Emina products among Bandar Lampung students. Overall, this research shows that Brand Image has a positive effect on purchasing decisions and Social Media Advertising has a positive impact on purchasing decisions.
Co-Authors A.Khumaidi Ja’Far Achmad Fathoni Rodli Achmad Solihudin Agus Miftakus Surur Alamsyah Alamsyah Andi Abd. Muis Anggraeny, Diah Annisa Nidaur Rohmah Annisa Pratiwi Annisa Vidya Kemala Aryanti Puspita Sari Berlian Putri Candra Wahyuni Danis Ade Dwirisnanda Defia Riski Anggarini Devina Rahmadiani Kamaruddin Nur Dewi Agustya Ningrum Diah Anggraeny Diah Ekasari Difa Fatihatul Munawaroh Donny Arif Dwi ASTUTI Eka Yuni Wulandari Endang Pudjiastuti Sartinah Erna khusna Zifani Ery Agus Priyono Habib Shulton Asnawi Harman Harman Hasyim Indah Risnawati Kornelius Benuf Laili Nur Istiqomah Leni Sulestari Luthfianing widowati M. Anwar Nawawi M. As'ari M.Salafudin Mila Fursiana Salma Musfiroh Misyono Mochamad Choifin Mohammad Fakih Udin Muhamad Bisri Mustofa Mukhammad Irza Ivaliyanto Naila Azahra Ni Made Marlin Minarsih Nikma Yucha Oktariansyah Oktariansyah, Oktariansyah Putri Anggraini Ratna Ekasari Ridwan Sabrina Zahara Noor Rahma Salsabila, Unik Hanifah Sayyidah Sekar Dewi Kulsum Singgih Sutan Diyo SITI AMINAH Siti Wuryan Solly Aryza Sri Dewi Sri Lestari Prasilowati St. Nurhayati Ali Sujarwanto Sujarwanto, Sujarwanto Wardi Yusro Wiwik Widajati Yulianita Rahayu Yuniati, R.A. Norromadani Zuhriatusobah, Juju Zuhrotul Ummah