Article Sidebar

Download
PDF
Statistic
Read Counter : 97 Download : 58

Main Article Content

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.

Keywords

Social Media Marketing Brand Image Purchasing Decisions

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.

How to Cite
Febriyanti, I. A., & Hasbi, I. (2023). The Effect of Social Media Marketing and Brand Image on Purchase Decisions in Somethinc Products. Kontigensi : Jurnal Ilmiah Manajemen, 11(2), 786-793. https://doi.org/10.56457/jimk.v11i2.396

References

  1. Ardianti, C. (2020). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian di instagram (Studi Kasus pada Mahasiswa Universitas Teknologi Sumbawa Angkatan Tahun 2016-2018). Jurnal Manajemen Ekonomi Dan Bisnis, 3(2), 1-9.
  2. Bahri, S. (2018). Metodologi Penelitian Bisnis: Lengkap dengan Teknik Pengolahan Data SPSS. Yogyakarta: Penerbit Andi.
  3. Bilgini, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awarness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 128-148.
  4. Chrisniyanti, A., & Fah, C. T. (2022). The Impact Social Media Marketing on Purchase Intention Of Skincare Products Among Young Adults. Eurasian Journal of Social Sciences, 10 (2) 68-90.
  5. Dedi, R. M. (2021). Pengaruh Social Media Marketing Instagram dan Brand Awarness Terhadap Keputusan Pembelian Brand Somethinc di Indonesia. Skripsi.
  6. Echdar, S. (2017). Metode Penelitian Manajemen dan Bisnis. Bogor: Ghalia Indonesia.
  7. Febrianti, A. I. (2020). Pengaruh Social Media Marketing Youtube, Instagram, dan Twitter Terhadap Brand Awarness pada Generasi Z (Studi Kasus Pada Radio Play99ers 100fm Bandung). Skripsi.
  8. Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Pasuruan: CV. Penerbit Qiara Media.
  9. Firmansyah, M. A. (2018). Perilaku konsumen ( Sikap dan Pemasaran). Sleman: Deeplubish.
  10. Ghozali. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 Edisi 9. Semarang: Badan Penerbit Undip.
  11. Kim, A., & Ko, E. (2012). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal Of Global Fashion Marketing, 164-171.
  12. Kolinug, M. (2022). Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Kosmetik Revlon (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA, Vol.10 No.3 Hal. 101 - 111.
  13. Kotler, P., & Amstrong, G. (2019). Principle of Marketing. New York: Pearson.
  14. Kotler, P., & Keller, K. (2021). Marketing Management (15th Global Edition). Person Education Limited.
  15. Lestari, B., & Fahira, H. F. (2022). The Effects of Electronic Word of Mouth and Product Quality Towards the Decision to Purchase the MS Glow Acne Series Bundle in Malang. Advances in Economics, Business and Management Research, p. 316–323.
  16. Lestari, P., & Saifuddin, M. (2020). Implementasi Strategi Promosi Produk dalam Proses Keputusan Pembelian Melalui Digital Marketing saat Pandemi Covid’19. Jurnal Manajemen Dan Inovasi (MANOVA), 3(2), 23–31.
  17. Mahyuzar, H. (2022). Peran social Identification dan Perceived Value dalam Memediasi Hubungan Social Media Marketing Activies dan Purchase Intention. Journal of Digital Business and Management, Vol.1 No.1, 41-49.
  18. Mahyuzar, H. (2022). Peran Social Identification dan Perceived Value dalam Memediasi Hubungan Social Media Marketing Activieties dan Purchase Intention. Journal of Digital Business and Management, Vol 1 No. 1, 41-49.
  19. Malohing, G., & Mandagie, Y. (2021). Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Mobil Avanza pada PT Hasrat Abadi Jayapura. Jurnal EMBA, 9(2), 1229–1238.
  20. Mujib, F., & Saptiningsih, T. (2021). School Branding: Strategi di Era Disruptif. Jakarta: PT. Bumi Aksara.
  21. Musay, F. P. (2013). Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Konsumen KFC Kawi Malang). Jurnal Administrasi Bisnis, 3(2), 1–7.
  22. Ngatno. (2018). Manajemen Pemasaran. Semarang: Ef Press Digimedia.
  23. Ramadhani, H., Supeni, R. E., & Setianingsih, W. (2022). Pengaruh Brand Image, Brand Trust, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Emina Di Masa Pandemi COVID-19. Jurnal National Multidisciplinary Sciences, Vol. 1No 3 : 402-409.
  24. Safitri, A. N., & Basiya, R. (2022). Pengaruh Brand Image, Lifestyle, dan Promosi Media Sosial Terhadap Keputusan Pembelian di Toko 3Second. YUME: Jurnal Of Management, 5 (2), 450-458.
  25. Sahal, I. A., & Ariyanti, M. (2022). Pengaruh Social Media Marketing Terhadap Purchase Intention Produk Fashion Shopee. Journal of Management & Business, Pages 104 - 122 .
  26. Srihadi, R. H. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Body Mist The Body Shop Bandung. Skripsi.
  27. Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. Bandung: Alfabeta.
  28. Sugiyono. (2019). Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. Bandung: Alfabeta.
  29. Suryanto, T. P. (2022). Pengaruh Electronic Word Of Mouth (eWOM) dan Social Media Marketing Terhadap Keputusan Pembelian Spotify Premium. Skripsi.
  30. Syam, A. N. (2022). Pengaruh Barand Image Terhadap Keputusan Pembelian Scarlett Whitening. Skripsi.
  31. Syamsurizal. (2020). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Rocket Chiken Kota Bima. Jurnal BRAND, 2(2), 177–183.
  32. Tungka, D., Lionardo, M. M., Thio, S., & Iskandar, V. (2020). Pengaruh Social Media Marketing Pada Instagram Terhadap Minat Beli Chatime Indonesia. Jurnal Hospital Dan Manajemen Jasa , 8(2), 77-87.
  33. Yudi. (2020). Pengaruh Brand image dan Kualitas Produk Terhadap Keputusan Pembelian pada KFC di Kota Bengkulu. Jurnal Ilmiah Manajemen, Volume 15.No.1. 402-409.
  34. Yulianti, F., Lamsah, & Periyadi. (2019). Manajemen Pemasaran. Sleman: Deepublish.