The Role Of Brand Image and Social Media Marketing On Wardah Skincare Product Purchasing Decisions
Doddy Adhimursandi,
Rahmawati Rahmawati,
Gusti Noorlitaria Achmad
Abstract:This study aims to determine the influence of social media marketing and brand image on consumer decisions to buy Wardah brand skin care products. The population of this research is people who live in Balikpapan, Samarinda, and Bontang cities. The number of respondents is 109 who meet this research sample's criteria. This study uses structural equation modeling (SEM), which is measured using partial least squares (PLS). SmartPLS 3.0, a data processing software application tool, was used to conduct the analysis… Show more
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