Jurnal Ekonomi
Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023

THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE AND PRODUCT QUALITY PERCEPTION ON PURCHASING DECISIONS (Study on Consumers of Starbucks Coffee Shop Semarang)

Muhammad Ajib Syaifuddin (Universitas Stikubank Semarang)
Ali Maskur (Universitas Stikubank Semarang)

Article Info

Publish Date
13 May 2023

Abstract

A sample of 110 responfdents with purpose sempling techniques and methods in analyzing validity tests, reliability tests, t tests, determifnation coefficient (R2), F tedsts and multiple regression analysis with SPSS tool version 25 showked that Media Social marketing has a positiive and significant effect on the decision to purchase Starbucks product, Brand Image a positive and sigtnificant effect on the decisihon to purchase Starbucks product, and perception of product quality has positiive and significant effect on the decisinon to purchase product starbucks

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSN 2301-6280, e. ISSN 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...