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All Journal Jurnal Ekonomi
Muhammad Ajib Syaifuddin
Universitas Stikubank Semarang
Economics, Econometrics & Finance

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THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE AND PRODUCT QUALITY PERCEPTION ON PURCHASING DECISIONS (Study on Consumers of Starbucks Coffee Shop Semarang) Muhammad Ajib Syaifuddin; Ali Maskur
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

A sample of 110 responfdents with purpose sempling techniques and methods in analyzing validity tests, reliability tests, t tests, determifnation coefficient (R2), F tedsts and multiple regression analysis with SPSS tool version 25 showked that Media Social marketing has a positiive and significant effect on the decision to purchase Starbucks product, Brand Image a positive and sigtnificant effect on the decisihon to purchase Starbucks product, and perception of product quality has positiive and significant effect on the decisinon to purchase product starbucks
Co-Authors Ali Maskur