Kontigensi: Jurnal Ilmiah Manajemen
Vol 11 No 2 (2023): Kontigensi: Jurnal Ilmiah Manajemen

The Effect of Social Media Marketing and Brand Image on Purchase Decisions in Somethinc Products

Ismi Avia Febriyanti (Telkom University, Bandung, Indonesia)
Imanuddin Hasbi (Telkom University, Bandung, Indonesia)

Article Info

Publish Date
09 Dec 2023

Abstract

This study aims to examine and analyze the influence of social media marketing and brand image on purchasing decisions on somethink products. This study used data collection techniques with questionnaires distributed via the Google Form platform with a sample of 108 people as research respondents. The analytical method used is multiple linear regression analysis. The software used in this research is SPSS version 25. The results showed that social media marketing and brand image had a positive and significant effect on somethink products. The results of data processing show that social media marketing and brand image (X) have an influence on the purchasing decision variable (Y) of 58.5% while the remaining 41.5% is influenced by other variables not examined in this study.

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Journal Info
Kontigensi: Jurnal Ilmiah Manajemen
Website

Abbrev

JIMK

Publisher

Universitas Pasundan

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Description

The scope of Kontigensi: Jurnal Ilmiah Manajemen journal covering the field Business and Management. Topic related to these fields can be Business and Management, entrepreneurship, finance, and financial services, human resource management, marketing, industrial relations, insurance, intellectual ...