Pengaruh media sosial terhadap keputusan pembelian yang dimediasi oleh citra merek (original) (raw)
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Pengaruh brand image dan iklan media sosial terhadap keputusan pembelian konsumen
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Mannaka merupakan salah satu coffee shop yang berada di Petitenget. Meningkatnya umkm di bidang yang sama yaitu coffee shop mengakibatkan ketatnya persaingan dan banyaknya pilihan brand bagi konsumen sehingga konsumen membandingkan brand image Mannaka dengan coffee shop lainnya dimana hal ini dapat merubah keputusan pembelian konsumen. Dalam menarik perhatian konsumen untuk meningkatkan keputusan pembelian kini banyak coffee shop melakukan iklan di media sosial dengan mengunggah foto produk maupun desain tempat coffee shop mereka. Berdasarkan hal tersebut penelitian ini bertujuan untuk menganalisis apakah brand image yang dimiliki oleh Mannaka dan juga iklan media sosial yang telah dilakukan mempengaruhi keputusan pembelian konsumen. Jenis penelitian yang digunakan adalah kuantitatif dengan metode pengumpulan data melalui penyebaran Kuisioner, Observasi, Wawancara dan Dokumentasi. Sampel yang digunakan berjumlah 40 orang konsumen yang secara kebetulan ditemui di Mannaka (accidental ...
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Pengaruh social media marketing terhadap keputusan menginap melalui citra merek
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This study aims to analyze the effect of social media marketing on stay decisions. In addition, this study also aims to analyze the effect of brand image mediation variables on the relationship between social media marketing and stay decisions. Data analysis uses the Structural Equation Model (SEM) method with a study population of 195 respondents. The data used in this study are primary data obtained directly from questionnaire answers from guests. The results of the study showed that Social Media Marketing significantly and positively influenced stay Decision. Brand Image significantly and positively influences the stay Decision. Social Media Marketing has a significant and positive effect on Brand Image. Brand Image becomes a mediator for Social Media Marketing Influencing Decision to Stay.
Daya Tarik Testimonial di Sosial Media dan Citra Merek terhadap Keputusan Pembelian
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The aim this research is to know the influence of testimonial and brand image towards buying decision. The method of this research is using kind of samples including random samples and questionnaires to 200 consumers. The analytical technique, in here is multiple linear analysis technique, and for the hypotesis testing, we use statistic test partially (testing t) and simultaneous test (testing f). The reseacrh result for testing t indicates that both testimonial and brand image have significant influence towards buying decision. According to probability value of sig. 0,000 < 0,05 means that both testimonial and brand image have significant influence towards buying decision. According to the coefficient of determination test result of 0,354 can be interpreted that influence of testimonial and brand image towards buying decision is 35,4%. The rest of 64,6% were influenced by other factors that were not mentioned on this research. Keywords : Testimonial, Brand Image, Buying desicion
Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek
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The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive sampling method with a questionnaire. Data were analysed with SEM AMOS 24 with the results of the study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no significant direct effect on purchasing decisions. Intervening variable testing shows that there is an indirect effect between celebrity endorsers on purchasing decisions through brand image variables.
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Pengaruh Brand Image dan Promosi terhadap Keputusan Pembelian
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Abstrak Tingkat persaingan ritel fashion di Indonesia dewasa ini semakin ketat karena semakin menjamurnya perusahaan-perusahaan ritel fashion di berbagai kota, terutama Ramayana Department Store. Konsumen dihadapkan dengan berbagai pilihan produk, sehingga citra merek dan promosi penjualan menjadi pertimbangan dalam keputusan pembelian produk. Penelitian ini bertujuan untuk menguji apakah pengaruh citra merek (X1) dan promosi penjualan (X2) Ramayana department store terhadap keputusan pembelian (Y) produk. Penelitian ini dilakukan pada 100 orang pengikut Komunitas Ramayana Department store di media sosial Facebook dengan metode proportionate stratified random sampling. Hasil perhitungan pada penelitian ini menggunakan Aplikasi IBM SPSS 22 dan LISREL 9.30 STUDENT. Pada regresi Y terhadap X1 dan X2. Hasil uji statistika meninjukkan bahwa nilai P-value untuk ketiga variable tersebut adalah 0.000, dan 0.016 keduanya memiliki nilai kurang dari 0.05 sehingga tolak H0. Jadi dapat diketahui...
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Penelitian bertujuan untuk mengetahui keberartian Persepsi Harga, Citra Merek Dan Celebrity Endorser Pada Keputusan Pembelian Busana 3Second Clothing Store Kediri dengan Minat Beli Sebagai Mediasi. Jenis penelitian yang digunakan dalam penelitian ini adalah asosiatif. Sampel yang digunakan sebanyak 160 konsumen dengan menggunakan metode accidental sampling kombinasi snowball sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis jalur dengan program IBM SPSS 26 dan Uji Sobel. Hasil penelitian ini diperoleh terdapat pengaruh Persepsi Harga dan Citra Merek mempunyai keberartian menciptakan minat beli, tetapi tidak pada Celebrity Endoser. Persepsi Harga dan Celebrity Endorser mempunyai keberartian dalam menciptakan Keputusan Pembelian, tetapi tidak pada Citra Merek. Persepsi Harga, Citra Merek atau Celebrity Endorser tidak mempunyai keberartian dalam menciptakan keputusan pembelian melalui Minat beli sebagai variabel mediasi. Studi lanjut dan manaje...