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Journal : Bahtera Inovasi

Menarik Perhatian Konsumen : Peran Media Sosial dan Citra Merek dalam Pembelian Smartphone Samsung Harefa, Trisman; Riki, Riki
Bahtera Inovasi Vol 9 No 1 (2025): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/bi.v9i1.7397

Abstract

A smartphone is a cellular phone with a built-in microprocessor, memory, display and modem. With the development of the smartphone industry, manufacturers are creating gadgets that are increasingly sophisticated, top-notch and designed for their consumers. Therefore, those who are rebuilding their business must compete hard to improve their marketing strategies and sales of smartphone products. Therefore, this justifies the conductivity of research on consumer purchasing behavior towards this smartphone. This study was conducted to determine and analyze the effect of the role of social media and Brand Image on Samsung Smartphone Purchasing Decisions in Batam City. The research design uses descriptive quantitative methods and data analysis using Smart Partial Least Square analysis tools with a sample of 140 respondents. Research results: The R-square value is 0.375. This value says that the role of social media and brand image simultaneously influence purchasing decisions is 37.5%. The rest are other variables apart from the pattern variables in this study.
Co-Authors Adieli Laoli Afore Tahir Harefa Afore Tahir Harefa Agnes Jessica Lase Agus Mesrawati Gea Agus Nita Telaumbanua, Endang Amelya Br Surbakti Angelin Marpaung Ardi Syah Putra Zebua Arisman Telaumbanua Daeli, Fondroro Invokafit Daeli, Robin Motani Daeli, Tuti Ardianti David Angelus Emanuel Laia Elvi ELWIN PIARAWAN ZEBUA Enjelis Zega Erika Zalukhu Ester Telaumbanua Fany Erlinawati Hulu Fatiaro Daeli Florus Faawosa Gulo Fondroro Invokafit Daeli Gea, Dedi Septinius Gea, lisnayanti Gea, Merry Artanti Giawa, Masirida Glorya Terima Niat Hia Gulo, Dwi Kurnia GULO, EFAIF MARTIN BERKATNIA Gulo, Restu Jaya Gulo, Septiani Gulo, Teti Mawati Halawa, Mercy Dwiyul Harefa, Afore Tahir Harefa, Armin Sondara Harefa, Noveri Amal Jaya Harefa, Santi Veronika Harefa, Stevani Aurelya Hasrat Sozanolo Harefa Hidayati Daeli Hulu, Berkat Kristian Hulu, Fatolosa Hulu, Melfan Widia Krisdayanti Ika Erwita Zebua Kristof Marthin Telaumbanua Larosa, Agus Kriswinar Larosa, Fimel Rospintar Iman Lase, Delipiter Lawolo, Arni Yanti Lestarini Putri Zebua Linda Purnama Sari Zega Maru'ao, Nurasayani Maru'ao, Nursayani Mastawati Ndruru Mendrofa, Elvienna Sally Juwita Mendrofa, Tri Hartati Nazara, Theodora Vinta Sukartini Ndruru, Ednis Sartika Ndruru, Yustina Fetrima Nduru, Yusta Yunima Nel Will Yud Telaumbanua Novita Sari Sinambela Novita Sari Zebua Okniel Zebua Putri Harefa Reslin Laoli Riana Riana, Riana RIKI RIKI, RIKI Sadieli Taleumbanua Sebayang, Kiran Sri Kurniawati Lase Tafona'o, Priskila Destalenta Telambanua, Sadieli Telaumbanua , Kristof Martin. E Telaumbanua, Kristof Martin Efori Telaumbanua, Murniati Telaumbanua, Sadieli Telaumbanua, Syukur Prima Teti Mawati Gulo Tuti Marnis Laoli Waozatulo Giawa Waruwu, Angel Bertha Waruwu, Dodi Kardo Wijaya Waruwu, Fanni Apriani Waruwu, Lestari WARUWU, PONIRIA Waruwu, Wince Lenta Viska Putri Waruwu, Yaredi Yaredi Waruwu Yarman Zalukhu Yasminar Amaerita Telaumbanua Yayuk Fadmawati Zebua Yestanius Waruwu Yuris Puji Listiani Zebua Yustina Fetrima Ndruru Zai, Ertis Iman Sari Zalukhu, Oktavius Zalukhu, Revita Niskar Zalukhu, Yarman Zebua, Ardi Syah Putra Zebua, Elwin Piarawan Piarawan Zebua, Feliks Rejeki Sotani Zebua, Lestarini Putri Zebua, Novita Sari Zebua, Yayuk Fadmawati Zega, Daniati Zega, Revordika Zega, Riswan Zega, Yathree Warni Zega, Yudika Syukurniati Zega, Yuslinda Sari Ziliwu, Martalena Ziliwu, Syukur Idaman