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All Journal Research of Economics and Business
Kusuma, Rifky Adam
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Economics, Econometrics & Finance

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Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions Kusuma, Rifky Adam; Hidayati, Rini
Research of Economics and Business Vol. 2 No. 2 (2024): SEPTEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/reb.v2i2.289

Abstract

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.
Co-Authors Rini Hidayati