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All Journal Kontigensi: Jurnal Ilmiah Manajemen
Ismi Avia Febriyanti
Telkom University, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The Effect of Social Media Marketing and Brand Image on Purchase Decisions in Somethinc Products Ismi Avia Febriyanti; Imanuddin Hasbi
Kontigensi : Jurnal Ilmiah Manajemen Vol 11 No 2 (2023): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v11i2.396

Abstract

This study aims to examine and analyze the influence of social media marketing and brand image on purchasing decisions on somethink products. This study used data collection techniques with questionnaires distributed via the Google Form platform with a sample of 108 people as research respondents. The analytical method used is multiple linear regression analysis. The software used in this research is SPSS version 25. The results showed that social media marketing and brand image had a positive and significant effect on somethink products. The results of data processing show that social media marketing and brand image (X) have an influence on the purchasing decision variable (Y) of 58.5% while the remaining 41.5% is influenced by other variables not examined in this study.
Co-Authors Imanuddin Hasbi