PERAN MEDIASI BRAND IMAGES PADA HUBUNGAN ANTARA SOCIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA WISATAWAN YANG BERBELANJA DI KRISNA TOKO OLEH-OLEH KHAS BALI)

Syarif Hidayatullah (Fakultas Ekonomi dan Bisnis, Universitas Merdeka Malang)
Surya Wahyuning Tiyas (Fakultas Ekonomi dan Bisnis, Universitas Merdeka Malang)
Stella Alvianna (Program Diploma Kepariwisataan, Universitas Merdeka Malang)
Anisa Zuhria Sugeha (Program Diploma Kepariwisataan, Universitas Merdeka Malang)
Ike Kusdyah Rachmawati (Fakultas Ekonomi dan Bisnis, Institut Asia Malang)

Jurnal Pariwisata Pesona
Vol 6, No 2 (2021): Edisi Desember 2021

 Online promotion is currently an alternative solution in marketing the products produced because, at this time, all community activities are carried out online in online media such as social media, television, or digital catalogs that display all products offered attractively and interactively people to see and observe them. The variables in this study are Social Media Marketing, product quality, brand images, and purchasing decisions. The population in this study is people who are or have visited the Krisna Bali Souvenir Shop with a total sample of 160 people. The results of this study are Social Media Marketing does not affect brand images, product quality affects brand images, brand images affect purchasing decisions, Social Media Marketing affects purchasing decisions through brand images, and product quality does not affect purchasing decisions through brand images.