The Influence of Social Media Marketing and Brand Image on the Purchase of Nasa Products at VCN Store Palu
Keywords:
Social Media Marketing, Brand Image, Product Purchases
Abstract
This study aims to analyze the influence of social media marketing and brand image on purchasing decisions at Vidia Cindya Novita Store Palu. This study uses primary data collected through questionnaires from 78 store customer respondents. The data analysis technique uses multiple linear regression. The results of the study indicate that social media marketing and brand image simultaneously have a significant effect on purchasing decisions. Partially, social media marketing and brand image each have a positive and significant effect on purchasing decisions. Social media marketing provides an effective contribution in building brand awareness and influencing consumer attitudes. While a positive brand image can increase consumer trust and preference for a product. In conclusion, social media marketing and brand image are important factors that need to be considered by stores in an effort to improve consumer purchasing decisions.
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Whiting, Anita & Williams, D. 2013. Why people use social media: use and grtaifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369.
Wikstrom, E., & Wigmo, J. 2010. Social Media Marketing: What Role Can Social Media Play as Marketing Tool? Bachelor Thesis.
Williams, D,L., Crittenden, V,L., Keo, T., & McCarty,P. 2012. The use of sosial media: an exploratorystudy of uses among digital natives, Journal of Public Affairs, Vol. 12 No. 2, pp. 127-136
Wijoyo. 2021. Manajemen Pemasaran. Insan Cendekia Mandiri.
Akrimi, Y., & Khemakem, R. 2012. What Drive Customers to Spread The Word in Sosial Media. Journal of Marketing Research and Case Studies.
Bailey, S., & Milligan, A. 2022. On Branding : Dampak Digital Terhadap Merek. Buhana Ilmu Populer.
Bancin, John Budiman. 2021. Citra Merek dan Word of Mouth (Peranannya dalam Keputusan Pembelian Mobil Nissan Grand Livina). CV. Jakad Media Publising. Surabaya.
Chen, L., & Wang,H. 2023. Examining the Mediating Role of Brand Image in the Relationship between Social Media Marketing and Consumer Purchase Decisions. Journal of Business and Marketing, 15(3), 210-230.
Didik Gunawan. 2022. Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Social Media Marketing. PT. Inovasi Pratama Internasional.
Eva, E., & Widya, P. R. 2021. Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Minat Masuk Calon Mahasiswa Baru Di Institut Shanti Bhuana. UMMagelang Conference Series, 312–325.
Fatimah, E., Diyanto, V., & Yahdi, M. 2020. The influence of Instagram social media marketing activities on millennials’ purchase intention. Journal of Marketing Communications, 1-14.
Gunawan, Didik. 2022. Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Social Media Marketing. PT Inovasi Pratama Internasional. Padang.
Godey a, Bruno, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, Rahul Singh. 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, JBR 09187(9)
Haliyani, Fadilah Putri. 2019. “Pengaruh Social Media Marketing Terhadap Purchase Intention Pada Starbuck Indonesia (Studi Pada Pengakses Akun Instagram @starbucksindonesia).” Jurnal Ilmiah Mahasiswa FEB Vol.7
Johnson, A., & Brown, K. 2023. The Role of Brand Image in Influencing Consumer Buying Behavior: A Quantitative Study. Journal of Consumer Behavior, 28(4), 356-372.
Kaplan Andres & Michael Haenlein. 2010. User Of The World, Unite! The Challenges and Opportunities Of Social Media, Business Horizons.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kussudyarsana, & Santi, A. 2020. The Impact of Social Media and City Branding on Tourist Visiting Decision (Case in Boyolali District).
Kotler, P., Armstrong, G., Harris, L. C., & He, H. 2020. Principles of Marketing Eight European Edition. UK : Pearson.
Kotler, P. and Keller, Kevin L. 2016: Marketing Management, 15th Edition New. Jersey: Pearson Pretice Hall, Inc.
Lee, S., Hosanagar, K., & Nair, H.S. 2021. The effect of social media marketing content on consumer engagement: Evidence from Facebook. Journal of the Academy of Marketing Science, 49, 130–150
Lee, C., & Kim, S. 2023. The Interplay between Social Media Marketing, Brand Image, and Consumer Purchase Intentions: An Empirical Study. International Journal of Advertising, 40(1), 78-94
Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. 2019. Indonesia The Effect of Social Media Marketing, Word of Mouth , and Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal Manajemen Indonesia (Vol. 19(2), Pp. 107-122, 2019), 19(2), 107–122.
Manullang, I. M. 2017. Analisis Pengaruh Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Sim Card Telkomsel ( Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Katolik Santo Thomas Sumatera Utara ). Jurnal Manajemen Dan Bisnis, 17, 51–73. https://doi.org/10.54367/jmb.v17i1.137.
Miller, R., & Johnson, M. 2024. The Impact of Social Media Marketing and Brand Image on Consumer Buying Behavior: A Comparative Study of Different Industries. Journal of Consumer Research, 32(1), 45-62.
Murti, T. K. 2019. Pengaruh Brand Image, Promosi dan Biaya Pendidikan Terhadap Keputusan Mahasiswa Melanjutkan Studi Pada Program Studi Pendidikan Ekonomi. Edunomic Jurnal Pendidikan Ekonomi, 7(2), 102. https://doi.org/10.33603/ejpe.v7i2.1969
Mujid, A., & Andrian, A. 2021. Strategi Citra Merek, Kualitas Pelayanan, Dan Harga Terhadap Minat Melanjutkan Sekolah. Jurnal Ilmiah Manajemen Ubhara, 3(2), 66. https://doi.org/10.31599/jmu.v3i2.946
Nainggolan, Nana Triapnita. 2020. Perilaku Konsumen di Era Digital. Yayasan Kita Menulis. Medan.
Neti, Sisira. 2011. Social Media And Its Role In Mareting. International Journal of Enterprise Computing and Business Systems, vol. 1:2,
Nulufi, K., & Murwatiningsih. 2018. Minat Beli Sebagai Mediasi Pengaruh Brand Image Dan Sikap Konsumen Terhadap Keputusan Pembelian Batik Di Pekalongan (Studi Kasus pada Konsumen International Batik Center dan Pasar Grosir Setono). Jurnal Manajemen, 4(1 Mei), 1–134.
Powers, T., Advincula, D., Austin M, Graiko S., &Snyder, J. 2012. Digital and Sosial Media in ThePurchase Decision Process. Journal of Advertising Research.
Rangkuti, Freddy. 2009. Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. PT. Gramedia Pustaka Utama. Jakarta.
Sanjaya, Surya. 2015. Pengaruh Promosi dan Merek terhadap Keputusan Pembelian Pada PT. Sinar Sosro Medan, Jurnal Ilmiah Manajemen dan Bisnis Vol. 16, No. 02.
Sawlani, D.K. 2021. Keputusan Pembelian Online : Kualitas Website, Keamanan Dan Kepercayaan. Scopindo Media Pustaka. Surabaya.
Setyawati, K. E., Oktori Kiswati Z, Yuary Farradi . 2018. Pengaruh Citra Merek ( Brand Image ) Terhadap Keputusan Pembelian Motor Honda Vario (Studi Kasus Pada Cv Kirana Motorindo Jaya). https://jom.unpak.ac.id/index.php/ilmu manajemen/article/view/1471
Smith, J. 2022. The Impact of Social Media Marketing on Consumer Purchase Decisions: A Case Study of the Retail Industry. Journal of Marketing Research, 45(2), 112-130.
Sodiq, A., Sofiati, N., & Thoyib, A. (2019). The impact of social media marketing activities on purchase intention. Journal of Computer Science, 15(9), 1283-1290.
Thompson, A.A.; Peteraf, M.A.; Gamble, J. E. & Strickland III, A. J. 2018. Crafting & Executing Strategy – The Quest for Competitive Advantage: Concepts & Cases. 21st Edition. McGraw – Hill Education. New York.
Venessa, I., & Arifin, Z. 2015. (Survei pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang Tahun Angkatan 2013 / 2014 dan 2014 / 2015 Pengguna Kartu Pra- Bayar Simpati ). Jurnal Administrasi Bisnis, 51(1), 44–48.
Wulandari, I. M. 2013. Pengaruh Brand Image dan Lokasi Terhadap Keputusan Calon Mahasiswa Melanjutkan Studi di Perguruan Tinggi (Studi Kasus Pada Siswa Kelas XII SMAN Jurusan IPS di Kota Jember). Universitas Jember, 1(1), 7–25.
Whiting, Anita & Williams, D. 2013. Why people use social media: use and grtaifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369.
Wikstrom, E., & Wigmo, J. 2010. Social Media Marketing: What Role Can Social Media Play as Marketing Tool? Bachelor Thesis.
Williams, D,L., Crittenden, V,L., Keo, T., & McCarty,P. 2012. The use of sosial media: an exploratorystudy of uses among digital natives, Journal of Public Affairs, Vol. 12 No. 2, pp. 127-136
Wijoyo. 2021. Manajemen Pemasaran. Insan Cendekia Mandiri.
Published
2024-07-31
How to Cite
Sarifuddin T, Nasrulhak Akkas, Guasmin, Haris Abd Kadir, & Dicky Yusuf. (2024). The Influence of Social Media Marketing and Brand Image on the Purchase of Nasa Products at VCN Store Palu. International Journal of Health, Economics, and Social Sciences (IJHESS), 6(3), 955-962. https://doi.org/10.56338/ijhess.v6i3.5911
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Copyright (c) 2024 Sarifuddin T, Nasrulhak Akkas, Guasmin, Haris Abd Kadir, Dicky Yusuf
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