Nexus Synergy: A Business Perspective
Vol. 2 No. 2 (2024): Nexus Synergy: A Business Perspective

Product Quality and Social Media Marketing on Brand Image and Purchase Decisions for Viva Cosmetics Products in Pekanbaru City Society

Amin, Amirudin M. (Unknown)
Khairani, Nadya Rahmi (Unknown)
Rusilawati, Ermina (Unknown)

Article Info

Publish Date
30 Sep 2024

Abstract

This study aimed to determine the effect of product quality and social media marketing on brand image and purchase decisions. This research was conducted in Pekanbaru, Riau. The population in this study was all the people of Pekanbaru, so using the Roscoe formula, the sample was set at 120 people using the accidental sampling method. Data analysis using multiple linear regression. Research results information that (1) product quality has a positive and significant influence on brand image. (2) social media marketing has a positive and significant influence on brand image. (3) product quality has a positive and significant influence on purchase decisions. (4) social media marketing has a positive and significant influence on purchase decisions. (5) brand image has a positive and significant influence on purchase decisions.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Nexus Synergy: A Business Perspective
Website

Abbrev

nexus

Publisher

First Ciera Publisher

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

Nexus Synergy: A Business Perspective is a journal about the interrelationships and synergies between various aspects of business, such as accounting, management, marketing, and finance. This journal discusses business-related topics from different perspectives and focuses on how interconnections ...