Pengaruh Social Media Marketing, Service Quality, dan Brand Image Terhadap Keputusan Pembelian Pada Menantea Toko Cabang Sesetan Denpasar

Made Widhi Artini Putri; Anak Agung Ngurah Gede Sadiartha; Ida Ayu Mashyuni

doi:10.32795/vol4wamrtno1th24

Made Widhi Artini Putri Universitas Hindu Indonesia
Anak Agung Ngurah Gede Sadiartha Universitas Hindu Indonesia
Ida Ayu Mashyuni Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: pemasaran media sosial, kualitas layanan, citra merek, keputusan pembelian

Abstract

Marketing strategy plays a very significant role in increasing the company's sales. The company's use of marketing strategies will have an impact on consumer purchasing decisions for the products or services provided. The aim of this research is to determine the influence of social media marketing, service quality and brand image on purchasing decisions at Menantea Sesetan Denpasar Branch Store. The number of samples used was 100 respondents. The data analysis techniques used are validity, reliability, classical assumptions, multiple linear regression analysis, coefficient of determination, t test and F test. Based on the research results it can be seen that social media marketing has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions and simultaneously social media marketing, service quality and brand image have a positive and significant effect on purchasing decisions. The magnitude of the influence of the independent variable on purchasing decisions is 70.1%. Analysts suggest that the Menantea Sesetan Denpasar Branch Store routinely carry out advancements by giving rebates, be reliable in uploading limited time substance on social media stages, assess the speed and precision of worker benefit, and endeavor to preserve a great picture by advertising quality items and neighborly benefit to customers.

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