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Saputri, Dela Marselina Nur
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Decision Sciences, Operations Research & Management

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Pengaruh Brand Image, social media Marketing Features, Dan Online Consumer Review Terhadap Purchase Decision Saputri, Dela Marselina Nur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 2 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.2.05

Abstract

The objective of this research is to identify the effects of brand image, social media marketing features, and online consumer review on the decision of university students in Malang City to purchase Wardah powder products. This explanatory research elucidates the causal relationship stating that variable X influences variable Y. Using nonprobability method and purposive technique, 165 active university students in Malang City with the minimum age of seventeen years who are active in social media and use Wardah powder were selected as the respondents. This study uses instrument test, classical assumption test, and multiple linear regression, performed in IBM SPSS Statistics version 25. The results of the hypothesis testing demonstrate that brand image, social media marketing features, and online consumer review significantly influence the decision of university-student users in Malang City to purchase Wardah powder products.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh brand image, social media marketing features dan online consumer review terhadap purchase decision produk bedak Wardah pada mahasiswi di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal sebab-akibat yang dapat menyatakan bahwa variabel X mempengaruhi variabel Y. Pengambilan sampel menggunakan teknik non-probability sampling dengan purposive sampling. Penelitian ini menggunakan sampel sebanyak 165 responden dengan karakteristik responden usia minimal 17 tahun, mahasiswi aktif pada perguruan tinggi di Kota Malang, pengguna produk bedak Wardah dan pengguna aktif social media. Uji yang digunakan diantaranya uji instrumen penelitian, uji asumsi klasik, analisis regresi linear berganda dan uji hipotesis. Analisis data menggunakan alat bantu IBM SPSS Statistics versi 25. Dari hasil pengujian ini dapat ditarik kesimpulan bahwa variabel brand image, social media marketing features dan online consumer review berpengaruh secara positif dan signifikan terhadap purchase decision produk bedak Wardah pada mahasiswi di Kota Malang.
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