The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.

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PENGARUH CITRA MERK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO

Jurnal Manajemen Bisnis Krisnadwipayana ◽

10.35137/jmbk.v5i3.178 ◽

2017 ◽

Vol 5 (3) ◽

Author(s):

Imam Wibowo, M.Si ◽

Ratih Dwi Pratiwi

Keyword(s):

Product Quality ◽

Significant Influence ◽

Quantitative Research ◽

Sampling Method ◽

Brand Image ◽

Survey Method ◽

Purchase Decision ◽

Purposive Sampling ◽

Quality Product ◽

Research Population

This research aimed to analyze the influence of a brand image and quality product on purchase decision of Yamaha Mio motorcycle partially and simultanously. This was a quantitative research by a survey method. The research population were users of Yamaha Mio motorcycle. Sample taking technique used a purposive sampling method with samples numbered 100 respondent. Based on regression analyze, The research results showed that brand image positively and significant influence a purchase decision of Yamaha Mio motorcycle, and product quality positively and significant influence a decision purchase of Yamaha Mio. Brand image and product quality simultanously positively and significant influence purchase decision of Yamaha Mio motorcycle.

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ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK ◽

10.30988/jmil.v5i1.726 ◽

2021 ◽

Vol 5 (1) ◽

pp. 53-61

Author(s):

Christian Kuswibowo (Politeknik APP) ◽

Aji Kresno Murti (Politeknik APP)

Keyword(s):

Structural Equation Model ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Brand Image ◽

Equation Model ◽

Least Square ◽

Survey Method ◽

Electronic Word Of Mouth ◽

Purposive Sampling

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset. Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.

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Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.v8i3.22069 ◽

2018 ◽

Vol 8 (3) ◽

pp. 250

Author(s):

Saniatun Nurhasah ◽

Jono M Munandar ◽

Muhammad Syamsun

Keyword(s):

Food Safety ◽

Direct Effect ◽

Indirect Effect ◽

Purchase Intention ◽

Brand Image ◽

Perceived Value ◽

Perceived Quality ◽

Market Potential ◽

Purchasing Intention ◽

Positive Direct

ABSTRACTIndonesia is one of the largest Moslem population countries in the world. It leads to the increasing of halal product demand in Indonesia. The awareness to consume halal product becomes a large market potential for producers to produce their halal products. Nowadays, halal is not only purely about religion matter, but also about business and trade. The objective of this study is to investigate the factors affecting customers on purchasing halal buying interest on processed food. We use a purposive sampling method with 109 respondents who are customers of the supermarkets and minimarkets in Bogor City/District, Indonesia. While data analysis is done by SEM-PLS method, this study uses brand image, perceived quality, perceived value, halal certification, health reason, halal awareness, and halal marketing as the factors which are affecting the halal purchase intention of the customers. The result showed that health reason, halal awareness, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. While halal marketing shows a negative and significant effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on minat beli through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention. ABSTRAKIndonesia adalah salah satu negara dengan populasi Muslim terbesar di dunia. Hal ini menyebabkan meningkatnya permintaan produk halal di Indonesia. Kesadaran untuk mengkonsumsi produk halal menjadi potensi pasar yang besar bagi produsen untuk memproduksi produk halal mereka. Saat ini, halal tidak hanya murni soal agama, tapi juga soal bisnis dan perdagangan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi minat pelanggan dalam membeli pada makanan olahan halal. Kami menggunakan metode voluntery sampling dengan 109 responden yang merupakan pelanggan supermarket dan minimarket di Kota/Kabupaten Bogor, Indonesia. Sedangkan analisis data dilakukan dengan metode SEM-PLS. Penelitian ini menggunakan citra merek, persepsi kualitas, persepsi nilai, sertifikasi halal, kesehatan, kesadaran halal, dan Pemasaran halal sebagai faktor yang mempengaruhi niat pembelian halal pelanggan. Hasil penelitian menunjukkan bahwa kesadaran halal, alasan kesehatan, dan persepsi nilai berpengaruh positif dan signifikan terhadap niat beli. Pemasaran halal juga menunjukkan efek positif dan signifikan terhadap niat beli. Sedangkan pemasaran halal menunjukkan efek negatif dan signifikan terhadap niat beli. Keamanan pangan, sertifikasi halal, citra merek, dan kualitas yang dirasakan menunjukkan efek yang sama yang tidak berpengaruh langsung pada niat beli. Selanjutnya, keamanan pangan berpengaruh tidak langsung terhadap niat beli melalui alasan kesehatan. Sertifikasi halal memiliki efek tidak langsung terhadap niat beli melalui variabel citra merek. Sedangkan citra merek dan persepsi kualitasmemiliki pengaruh tidak langsung melalui persepsi nilai variable terhadap niat beli.

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ANALISIS KUALITAS PERAIRAN BERDASARKAN KOMPOSISI DAN KELIMPAHAN FITOPLANKTON DI SUNGAI LANANGAN, KLATEN

Management of Aquatic Resources Journal (MAQUARES) ◽

10.14710/marj.v7i3.22549 ◽

2018 ◽

Vol 7 (3) ◽

pp. 253-262

Author(s):

Faudzi Ath Tho Azzam ◽

Niniek Widyorini ◽

Bambang Sulardiono

Keyword(s):

Sampling Method ◽

Phytoplankton Community ◽

Diversity Index ◽

Animal Husbandry ◽

Open Water ◽

Survey Method ◽

Purposive Sampling ◽

Freshwater Aquaculture ◽

Range Of Values

Sungai Lanangan merupakan bagian hulu Sungai Bengawan Solo yang terletak di Desa Daleman, Kecamatan Tulung, Kabupaten Klaten. Jenis limbah seperti limbah domestik, industri, pertanian, perikanan dan peternakan telah mencemari Sungai Lanangan. Limbah organik dari industri tepung aren dan mie soun yang dibuang di Sungai Lanangan mencapai 50 ton limbah per hari. Hal tersebut menyebabkan perubahan kualitas air dan komposisi fitoplankton di Sungai Lanangan.Penelitian ini dilakukan dari bulan Januari - Februari 2018 di Sungai Lanangan. Tujuan dari penelitian ini adalah untuk mengetahui kelimpahan dan komposisifitoplankton serta mengetahui kualitas perairan berdasarkan struktur komunitas fitoplankton di Sungai Lanangan tersebut. Penelitian ini menggunakan metode survei denganpengambilan sampel menggunakan metode purposive sampling. Frekuensi pengambilan sampel dilakukan setiap 1 minggu sekali selama 3 minggu. Sampel diambil dari 3 stasiun, dimana stasiun 1 dengan karakteristik perairan terbuka; Stasiun 2 dengan karakteristik dekat industri pengolahan tepung aren; dan stasiun 3 dengan karakteristik dekat dengan daerah budidaya air tawar.Hasil penelitian didapatkan 11 genera fitoplankton yaitu dari kelas Bacillariophyceae (4 genera), Cyanophyceae (2 genera), Chrysophyceae (1 genus), Ulvophyceae (2 genera), Zygnematophyceae (1 genus) dan Chlorophyceae (1 genus). Kelimpahan rata-rata fitoplankton tertinggi terdapat pada stasiun 2 dengan kelimpahan 1.989 ind/l yang didominasi oleh genus Oscillatoria. Indeks keanekaragaman rata-rata pada setiap stasiun adalah 1,68 pada stasiun 1; 1,63 pada stasiun 2; dan 1,52 pada stasiun 3. Dari hasil indeks keanekaragaman yang didapatkan tersebut menunjukkan kisaran nilai antara 1,52 hingga 1,68 yang berarti bahwa kualitas perairan Sungai Lanangan tercemar ringan. Lanangan river is one upstream of Bengawan Solo river which located at Daleman, Tulung, Klaten. types of waste such as domestic waste, industrial waste, agriculture, fishery and animal husbandry polluted Lanangan river. Especially organic waste from palm starch and soun noodle industry that are dumped in the Lanangan river reaches 50 tonnes waste per day. This research was conducted from January to February 2018 in the Lanangan river. The purpose of this research is to find out the abundance and composition of phytoplankton; and to determine the water qualitybased on the structure of the phytoplankton community in Lanangan river. This research uses survey method and use purposive sampling method. The Frequency of sampling is done once a week for 3 week. The samples taken from 3 stations, where station 1 is open water; Station 2 is near palm starch and soun noodle industry; and station 3 is close to freshwater aquaculture area.The resultsof the research found 11 genus of phytoplankton in class Bacillariophyceae, Cyanophyceae, Chrysophyceae, Ulvophyceae, Zygnematophyceae and Chlorophyceae. The highest average of phytoplankton abundance found in station 2 with 1,989 ind/l which is dominated by the genus of Oscillatoria. The average diversity index each station is 1.68 at station 1; 1.63 at station 2; and 1.52 at station 3. From the results obtained the diversity index indicates the range of values between 1.52 to 1.68 which show that the water quality of Lanangan River is lightly to moderate polluted.

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ANALISIS PERSEPSI PETANI PETERNAK TERHADAP PERAN PENYULUHAN DALAM PENGEMBANGAN AGRIBISNIS PETERNAKAN BABI DI DESA GIWAN KECAMATAN TIOM KABUPATEN LANNY JAYA

ZOOTEC ◽

10.35792/zot.39.2.2019.25256 ◽

2019 ◽

Vol 39 (2) ◽

pp. 302

Author(s):

Elinde Yoman ◽

M T Massie ◽

R E.M.F Osak ◽

J Pandey

Keyword(s):

Random Sampling ◽

Sampling Method ◽

Simple Random Sampling ◽

Agricultural Extension ◽

Survey Method ◽

Extension Agents ◽

Purposive Sampling ◽

Pig Farming ◽

Pig Farm

ANALYSIS OF FARMERS' PERCEPTIONS TOWARD THE ROLE OF COUNSELING IN THE DEVELOPMENT OF PIG FARMING ON AGRIBUSINESS IN GIWAN VILLAGE, TIOM DISTRICT, LANNY JAYA REGENCY. The objective of this study was to determine farmer’s perceptons toward the role of agricultural extension agents in the development of pig livestock agribusiness for breeder’s in Giwan Village, Tiom District, Lanny Jaya Regency. This study used a survey method. Sample of group breeder wasdetermined by purposive sampling and sample of breeders was selected by simple random sampling method. The results of the study showed that: (1) Most pig farmers in Giwan village had good or high perceptions of extension workers in their roles as educators (80%), still have moderate as consultants (75%), as motivators (75%), and as organizers (80%) of farmers in providing counseling in Giwan village. The conclusion of this research was farmers in Giwan village have good perceptions of extension workers in their roles as educators, motivators, and as organizers of farmers in managing pigs' business.Keywords: Agribusiness, Pig Farm, Extension, Giwan.

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PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2018.v07.i12.p03 ◽

2018 ◽

Vol 7 (12) ◽

pp. 6445

Author(s):

Gusti Ngurah Gunawan ◽

I Putu Gde Sukaatmadja

Keyword(s):

Path Analysis ◽

Purchase Intention ◽

Brand Image ◽

Country Of Origin ◽

Purposive Sampling ◽

Analysis Technique ◽

Consumer Purchase Intention ◽

Research Findings ◽

The City

Tujuan penelitian ini adalah untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap niat beli motor Vespa Piaggio di kota Denpasar. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 120 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung di Kota Denpasar. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Temuan penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara country of origin terhadap brand image, hubungan yang positif dan singnifikan antara country of origin terhadap niat beli serta brand image mampu memediasi hubungan antara terhadap niat beli konsumen pada motor merek Vespa Piaggio di Kota Denpasar. Hasil tersebut berarti semakin baik citra negara asal merek serta semakin kuat brand image yang tertanam di benak konsumen, akan berpengaruh terhadap niat beli mereka akan suatu produk. Kata kunci: country of origin, brand image, niat beli ABSTRACT The purpose of this study is to test the role of brand image in mediating the influence of country of origin on the intention to buy a motor Vespa Piaggio in the city of Denpasar. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 120 respondents. Data collection was done by distributing questionnaires directly in Denpasar City. The analysis technique used is path analysis and test of sobel. The research findings show that there is a positive and significant correlation between country of origin to brand image, positive and significant relationship between country of origin to purchase intention and brand image able to mediate relationship between consumer purchase intention on Vespa Piaggio brand motor in Denpasar city. The result means the better the image of the home country of the brand and the stronger the brand image embedded in the minds of consumers, will affect their purchase intention of a product. Keywords: country of origin, brand image, purchase intention

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MODEL EMPIRIS MEMBANGUN KESETIAAN PELANGGAN BERBASIS KUALITAS PELAYANAN DENGAN MEDIASI KUALITAS HUBUNGAN PADA INDUSTRI RITEL BERBASIS JEJARING MINIMARKET

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v11i2.3048 ◽

2018 ◽

Vol 11 (2) ◽

pp. 311

Author(s):

Mohammad Dimyati ◽

Mochammad Farid Afandi

Keyword(s):

Service Quality ◽

Relationship Quality ◽

Direct Effect ◽

Customer Loyalty ◽

Empirical Model ◽

Indirect Effect ◽

Sampling Method ◽

Important Influence ◽

Purposive Sampling ◽

Region I

The objective of this research is to analysis the direct effect of service quality on relationship quality and customer loyalty, the direct effect of relationship quality on customer loyalty, and indirect effect of service quality on customer loyalty mediated by relationship quality. This research also aims to build an empirical model of customer loyalty based on service quality, mediated by relationship quality in the networked minimarkets in Besuki Raya Region, East Java Province, Indonesia. This is a confirmatory research and also explanatory research with population consists of customers of the networked minimarkets located in 5 areas in Besuki Raya. Region, i.e., Banyuwangi, Jember, Bondowoso, Situbondo, Lumajang. This research used purposive sampling method by distributing questionnaires to respondents. The total of 140 respondents used as the sample. The results show that the improvement of service quality directly increases relationship quality, the improvement of relationship quality directly increases customer loyalty, and that relationship quality has a significant and important influence in mediating the effect of service quality on customer loyalty. However, this research proves that the improvement of service quality has no direct effect on increasing customer loyalty.

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NIAT APARATUR SIPIL NEGARA (ASN) UNTUK MELAKUKAN WHISTLE-BLOWING: PENGARUH KOMITMEN ORGANISASI, PERSONAL COST, DAN REWARD

JURNAL INFORMASI, PERPAJAKAN, AKUNTANSI, DAN KEUANGAN PUBLIK ◽

10.25105/jipak.v15i2.6185 ◽

2020 ◽

Vol 15 (2) ◽

pp. 91

Author(s):

Agustina Putri Pertiwi Widyanto ◽

Firma Sulistiyowati

Keyword(s):

Organizational Commitment ◽

Quantitative Data ◽

Sampling Method ◽

Partial Least Square ◽

Civil Servants ◽

Least Square ◽

Survey Method ◽

Whistle Blowing ◽

Purposive Sampling ◽

Personal Cost

This study investigates the influence of organizational commitment and personal cost on civil servant’s intention to do whistle-blowing with reward as moderating variable. To collect the data, this study uses survey method. The 64 civil servants at BPK Lampung Office become respondents of this study who are chosen through purposive sampling method. The Partial Least Square is used to analyze the quantitative data. The findings of the study indicate that organizational commitment gives influence on civil servants to do whistle-blowing. Personal cost does not impact on civil servants to do whistle-blowing. Reward cannot enforce or lessen the influence of organizational commitment and personal cost on civil servants to do whistle-blowing.

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Identifikasi dan Prevalensi Cacing Endoparasit pada Saluran Pencernaan Kakap Merah (Lutjanus argentimaculatus) di Keramba Jaring Apung Balai Besar Perikanan Budidaya Laut, Lampung [Identification And Prevalence of Endoparasite Worms in The Gastrointestinal Tract of Red Snapper (Lutjanus argentimaculatus) In Floating Net The Centre Of Mariculture, Lampung]

Jurnal Ilmiah Perikanan dan Kelautan ◽

10.20473/jipk.v10i1.8549 ◽

2018 ◽

Vol 10 (1) ◽

pp. 59

Author(s):

Diah Ayu Puspitarini ◽

Sri Subekti ◽

Kismiyati Kismiyati

Keyword(s):

Gastrointestinal Tract ◽

Sampling Method ◽

Red Snapper ◽

Survey Method ◽

Type Ii ◽

Purposive Sampling ◽

Lutjanus Argentimaculatus ◽

Net Cages ◽

Anisakis Physeteris

AbstrakPenelitian ini bertujuan untuk mengetahui jenis dan tingkat prevalensi cacing endoparasit pada saluran pencernaan kakap merah (Lutjanus argentimaculatus) di Keramba Jaring Apung Balai Besar Perikanan Budidaya Laut Lampung. Metode yang digunakan dalam penelitian ini adalah metode survey. Pengambilan sampel sebanyak 30 ekor ikan yang berukuran 20-35 cm menggunakan metode purposive sampling. Organ yang diamati lambung dan usus, kemudian dilakukan identifikasi dan penghitungan prevalensi. Hasil dari penelitian ini menunjukkan jenis cacing endoparasit yang menginfeksi saluran pencernaan kakap merah (Lutjanus argentimaculatus) di Keramba Jaring Apung Balai Besar Perikanan Budidaya Laut Lampung adalah larva stadium tiga Anisakis physeteris (Anisakis tipe II) dan Cucullanus heterochrous. Prevalensi kakap merah yang terinfeksi endoparasit adalah 10%, terdiri dari Anisakis physeteris (Anisakis tipe II) sebesar 7% dan Cucullanus heterochrous sebesar 3%. AbstractThe purpose of the research is to know kinds and prevalence of endoparasites worm gastrointestinal red snapper (Lutjanus argentimaculatus) in floating net cages the Centre of Mariculture Lampung. The metode of the research is survey method. The sample that used is 30 fishes that size 20-35 cm used purposive sampling method. The organ that getting examination is intestine and stomach, after that do identification and counting of prevalence. The result showed kinds of endoparasite worms that infected is stage three larvae of Anisakis physeteris (Anisakis type II) and Cucullanus heterochrous. The prevalence of endoparasites in red snapper is 10% that consist from on Anisakis physeteris (Anisakis type II) 7% and Cucullanus heterochrous 3%.

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Efektivitas Social Media Marketing E-Commerce dalam Meningkatkan Brand Image Perusahaan (Survei Pada Pelanggan Tokopedia)

Prologia ◽

10.24912/pr.v3i2.6398 ◽

2019 ◽

Vol 3 (2) ◽

pp. 505

Author(s):

Defrianto Defrianto ◽

Riris Loisa

Keyword(s):

Social Media ◽

Communication Theory ◽

Brand Image ◽

Social Media Marketing ◽

Survey Method ◽

Marketing Communication ◽

Purposive Sampling ◽

Image Dimension ◽

The Social ◽

The Impact

The research was done to determine the impact the of social media marketing will have on brand image Tokopedia. The research uses marketing communication theory, social media marketing, and brand image. Tokopedia is an e-commerce that offers a variety of products for its users starting with bill payment, electronics, beauty, automotive, and daily necessities. The approach used for this study is a quantitative approach with a survey method. The population in this study is the user of Tokopedia and the number of samples taken as much as 218 individuals and are using nonprobability sampling techniques with the purposive sampling approach. The data collected in this study is from a questionnaire. Based on the results of the research, it has been obtained that partial, there is an impact that social media marketing has had on the brand image Tokopedia. On the dimension of social media marketing, communication indicators are the highest indicator, and on the brand image dimension, brand benefit and competence indicators are the highest indicator. The relation that happened is only 28,3%. The rest of the 71,7% are affected by other factors outside the social media marketing activity.Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing terhadap brand image Tokopedia. Penelitian ini menggunakan teori komunikasi pemasaran, social media marketing, dan brand image. Tokopedia merupakan e-commerce yang menawarkan berbagai macam produk-produk untuk penggunanya dimulai dari pembayaran tagihan, elektronik, kecantikan, otomotif, dan kebutuhan sehari-hari. Pendekatan yang digunakan untuk penelitian ini adalah pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah pengguna Tokopedia dan jumlah sampel yang diambil sebanyak 218 orang dan menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang dikumpulkan dalam penelitian ini dengan menggunakan kuisioner. Berdasarkan hasil penelitian, maka diperoleh hasil bahwa secara parsial, ada pengaruh social media marketing terhadap brand image Tokopedia. Pada dimensi social media marketing, indikator komunikasi merupakan indikator yang tertinggi, dan pada dimensi brand image, indikator brand benefit and competence merupakan indikator tertinggi. Hubungan yang terjadi hanya sebesar 28,3%. Sisanya 71,7% dipengaruhi oleh faktor lain diluar kegiatan social media marketing.

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