Jurnal Ilmiah Edunomika (JIE)
Vol 5, No 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021

KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA

Enggar Arifina (Fakultas Ekonomi, Universitas Islam Batik Surakarta)
Sudarwati Sudarwati (Fakultas Ekonomi, Universitas Islam Batik Surakarta)
Ratna Damayanti (Fakultas Ekonomi, Universitas Islam Batik Surakarta)

Article Info

Publish Date
27 Feb 2021

Abstract

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...