Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JEBD
Bastian, Muhammad Ibnu
Unknown Affiliation
Economics, Econometrics & Finance Engineering

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Image dan Instagram Marketing terhadap Keputusan Pembelian Lazatto Serang Bastian, Muhammad Ibnu; Kumara, Dedek
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the effect of brand image and social media on purchasing decisions at Lazatto in Serang City. A quantitative approach with a descriptive and correlational design was employed using a survey method involving 100 respondents selected through accidental sampling. The data were analyzed using simple and multiple linear regression techniques. The results indicate that brand image and social media partially have a positive and significant effect on purchasing decisions. Social media demonstrates a more dominant influence compared to brand image. Simultaneously, both variables significantly affect purchasing decisions with a contribution of 22.8%, while the remaining variance is explained by other factors outside the research model. These findings suggest that strengthening brand image and optimizing digital marketing strategies through social media are essential factors in enhancing consumer purchasing decisions.
Co-Authors Kumara, Dedek