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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Kolaboratif Sains
Sarifuddin T
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The Influence of Social Media Marketing and Brand Image on the Purchase of Nasa Products at VCN Store Palu Sarifuddin T; Nasrulhak Akkas; Guasmin; Haris Abd Kadir; Dicky Yusuf
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 6 No. 3: July 2024
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v6i3.5911

Abstract

This study aims to analyze the influence of social media marketing and brand image on purchasing decisions at Vidia Cindya Novita Store Palu. This study uses primary data collected through questionnaires from 78 store customer respondents. The data analysis technique uses multiple linear regression. The results of the study indicate that social media marketing and brand image simultaneously have a significant effect on purchasing decisions. Partially, social media marketing and brand image each have a positive and significant effect on purchasing decisions. Social media marketing provides an effective contribution in building brand awareness and influencing consumer attitudes. While a positive brand image can increase consumer trust and preference for a product. In conclusion, social media marketing and brand image are important factors that need to be considered by stores in an effort to improve consumer purchasing decisions.
Pengaruh Sosial Media Marketing dan Brand Image Terhadap Pembelian Produk Nasa pada Toko VCN Store Palu: The Influence of Social Media Marketing and Brand Image on Purchases of Nasa Products at the VCN Store, Palu Sarifuddin T; Nasrulhak Akkas; Irma Safitri A Janudin
Jurnal Kolaboratif Sains Vol. 8 No. 1: Januari 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v8i1.6800

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan brand image terhadap keputusan pembelian pada Toko Vidia Cindya Novita Store Palu. Penelitian ini menggunakan data primer yang dikumpulkan melalui kuesioner dari 78 responden pelanggan toko. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa social media marketing dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, social media marketing dan brand image masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Social media marketing memberikan kontribusi yang efektif dalam membangun kesadaran merek dan mempengaruhi sikap konsumen. Sementara brand image yang positif dapat meningkatkan kepercayaan dan preferensi konsumen terhadap produk. Kesimpulannya, social media marketing dan brand image merupakan faktor penting yang perlu diperhatikan oleh toko dalam upaya meningkatkan keputusan pembelian konsumen.
Co-Authors Akkas, Nasrulhak Dicky Yusuf Guasmin Haris Abd Kadir Irma Safitri A Janudin