The Effect of The Brand Image, Advertising and Social Media Marketing on Purchase Decisions

Abstract

This study aims to examine the effect of brand image, advertising and social media marketing on purchasing decisions. The sample of this research is the general public who have purchased a Honda motorcycle consumer in Temanggung regency. The sampling method used quota sampling with a sample size of 100 respondents. The analysis tool used is multiple linear regression with the help of the SPSS version 25.0 program. The result of this study indicates that positive and simultaneously effect on brand image, advertising and social media marketing on purchasing decisions. Partially, brand image and advertising have postive and significantly effect on purchasing decisions, but social media marketing has no effect on purchasing decisions.

Untitled

“…Dengan menggunakan social media marketing secara efektif, perusahaan dapat memperkuat brand image mereka dan membangun hubungan yang lebih baik dengan konsumen. Brand image adalah persepsi konsumen tentang suatu merek yang mencerminkan asosiasi yang terhubung dengan konsep tersebut dan diperkuat oleh keyakinan yang dimiliki oleh konsumen (Zaenati et al, 2022). Brand image yang baik akan mempengaruhi konsumen dalam melakukan pembelian.…”