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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi Luxury: Landscape of Business Administration Interconnection: An Economic Perspective Horizon Nexus Synergy: A Business Perspective
Amin, Amirudin M.
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Humanities Economics, Econometrics & Finance Social Sciences

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Journal : Nexus Synergy: A Business Perspective

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Product Quality and Social Media Marketing on Brand Image and Purchase Decisions for Viva Cosmetics Products in Pekanbaru City Society Amin, Amirudin M.; Khairani, Nadya Rahmi; Rusilawati, Ermina
Nexus Synergy: A Business Perspective Vol. 2 No. 2 (2024): Nexus Synergy: A Business Perspective
Publisher : First Ciera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61230/nexus.v2i2.106

Abstract

This study aimed to determine the effect of product quality and social media marketing on brand image and purchase decisions. This research was conducted in Pekanbaru, Riau. The population in this study was all the people of Pekanbaru, so using the Roscoe formula, the sample was set at 120 people using the accidental sampling method. Data analysis using multiple linear regression. Research results information that (1) product quality has a positive and significant influence on brand image. (2) social media marketing has a positive and significant influence on brand image. (3) product quality has a positive and significant influence on purchase decisions. (4) social media marketing has a positive and significant influence on purchase decisions. (5) brand image has a positive and significant influence on purchase decisions.
Co-Authors Harahap, Dinda Rezki Johansen Johansen Khairani, Nadya Rahmi Rusilawati, Ermina S, Maulana Rezfajri Sagala, Nova Elisa Syahputra, Hidayat Tjahjana, Dominicus Josephus Swanto Utari, Veren Veronica Wijaya, Junardi