The Influence Of Brand Image And Social Media Marketing On Consumer Satisfaction Mediated By Purchase Decisions On Tiktok Shop

Abstract

This research aims to determine the influence of Brand Image and Social Media Marketing on consumer satisfaction, with purchasing decisions as a mediating variable, on the TikTok Shop platform, the sample of this research is 100 active Tiktok Shop users, the method used is a quantitative method with Structural Equation Modeling analysis techniques (SEM) SmartPLS, the data used is primary and secondary data. The research results show that brand image has a positive and significant influence on consumer satisfaction, social media marketing has no and insignificant influence on consumer satisfaction, brand image has a positive and significant influence on consumer satisfaction mediated by purchasing decisions, social media marketing has a positive and significant influence on consumer satisfaction mediated by purchasing decisions