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All Journal Digital Business Progress
Kisfa, Ajreni
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image dan Sosial Media Marketing Terhadap Keputusan Pembelian Dengan Minat Belo Sebagai Variabel Intervening: Studi Kasus pada Pembeli Geprek Bp7 di Kota Tebing Tinggi Batubara, Rizki Wulanita; Kisfa, Ajreni
Digital Business Progress Vol. 3 No. 1 (2024): Digital Business Progress Edisi Juni 2024
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/dbp.v3i1.149

Abstract

This research aims to determine the influence of brand image and social media marketing on purchasing decisions with purchase interest as an intervening variable (Case Study of Geprek Bp7 in Tebing Tinggi City). This type of research is quantitative descriptive research. The research population includes Geprek BP7 customers in Tebing Tinggi City. The research sample consisted of 66 respondents. The sampling method uses the probability sampling method. Research data uses primary data sources. Data was obtained from the results of distributing questionnaires to respondents. The data analysis method uses the path analysis method. The results of the analysis show that brand image influences purchasing interest in geprek bp7, Tebing Tinggi City, social media marketing influences purchasing interest, brand image influences purchasing decisions, social media marketing influences purchasing decisions, purchasing interest influences purchasing decisions, purchasing interest can mediating the relationship between brand image and purchasing decisions and purchasing interest can mediate the relationship between social media marketing and purchasing decisions at Geprek BP7, Tebing Tinggi City.
Co-Authors Batubara, Rizki Wulanita