Pengaruh Social Media Marketing, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian

I Wayan Aris Swardinatha; Ida Ayu Putu Widani Sugianingrat; Komang Ary Pratiwi

doi:10.32795/vol4wamrtno1th24

I Wayan Aris Swardinatha Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Ida Ayu Putu Widani Sugianingrat Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Komang Ary Pratiwi Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

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

Keywords: Social Media Marketing, Brand Image, Product Quality, Purchasing Decisions

Abstract

There is attention and findings regarding problems regarding social media marketing, brand image and product quality in an effort to improve and increase purchasing decisions in accordance with the aim of this research to analyze the influence of social media marketing, brand image and product quality on purchasing decisions at Made Tea Herbal Tea Business . The sample used in this research was 85 samples. The sampling technique is purposive sampling. The analysis technique used is Multiple Linear Regression Analysis. The research results show that social media marketing, brand image and product quality have a significant influence on purchasing decisions. This means that the more intensive social media marketing is, the better the brand image and product quality, the more purchasing decisions will increase. Suggestions that can be given to companies include: 1) Further improving social media marketing so that consumers always participate by providing input through social media. 2) Building good relationships with customers and maintaining product quality so that the products sold can attract purchasing decisions. 3) Regularly check the product's expiry date.

References

Darmawan, M. R., Cahaya, Y. F., & Erasashanti, A. P. (2020). Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Raket. Jurnal Kewirausahaan, Akuntansi Dan Manajemen TRI BISNIS, 2(2), 129–140.

Haribowo, R., Tannady, H., Yusuf, M., Wardhana, G. W., & Syamsurizal, S. (2022). Analisis Peran Social Media Marketing, Kualitas Produk Dan Brand Awareness Terhadap Keputusan Pembelian Pelanggan Rumah Makan Di Jawa Barat. Management Studies and Entrepreneurship Journal (MSEJ), 3(6), 4024–4032.

Khairunnisa, S., Budiyanti, H., & Haeruddin, M. I. W. (2022). Pengaruh Sosial Media Marketing Instagram, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ms Glow (Studi Kasus Pada Konsumen Distributor Ms Glow Panakukkang Di Kota Makassar). Cemerlang: Jurnal Manajemen Dan Ekonomi Bisnis, 2(4), 110–126.

Kotler, P., & Keller, K. L. (2020). Marketing Management. 15th Edition. Pearson Pretice Hall.

Kurniawati, L., & Silitonga, P. (2021). Pengaruh Kualitas Produk, Suasana Toko dan Media Sosial Marketing Terhadap Keputusan Pembelian Di Fore Coffee Cibubur Junction. Panorama Nusantara, 16(1), 53–62.

Noviyana, S., Kencanawati, M. S., Anggraini, R., & Gayatri, L. A. I. (2022). Pengaruh social media marketing, celebrity endorser, brand image, electronic word of mouth, dan inovasi produk terhadap keputusan pembelian produk wardah. Eqien-Jurnal Ekonomi Dan Bisnis, 11(1), 906–912.

Pilipus, R. R., Aransyah, M. F., & Bharata, W. (2021). Pengaruh WOM (Word Of Mouth), Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Thai Tea Pada Dum Dum Thai Drinks Samarinda. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 4(1), 61–72.

Primadasari, A., & Sudarwanto, T. (2021). Pengaruh brand awareness, brand image, dan kualitas produk terhadap keputusan pembelian. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(3), 413–420.

Rahayu, E. S., & Nursanta, E. (2023). Pengaruh Brand Image, Store Atmosphere, dan Social Media Marketing terhadap Keputusan Pembelian J. Co Donuts & Coffee. Jurnal Sosial Teknologi, 3(1), 1–10.

Schiffman, L. G. & Kanuk, L., L. (2019). Perilaku Konsumen. Edisi 7. Alih Bahasa: Zoelkifli. Jakarta: Indeks.

Sipayung, E. R. (2017). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Konsumen Produk Zoya. Almana: Jurnal Manajemen Dan Bisnis, 1(2), 25–35.

Suwastiari, N. L. P., Anggraini, N. P. N., & Jodi, I. W. G. A. S. (2021). Pengaruh Green Marekting, Kualitas Produk, dan Brand Image Terhadap Keputusan Pembelian Pada Starbucks Coffee di Denpasar. EMAS, 2(1).

Supranto, J., & Limakrisna, N. (2019). Perilaku Konsumen dan Strategi Pemasaran. Edisi Kedua. Jakarta: Mitra Wacana Media.

Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan (1st ed.). Andy .

Wiranata, I. K. A., Agung, A. A. P., & Prayoga, I. M. S. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery BatuBulan. EMAS, 2(3).