scholarly journals The Influence of Servicescape, Brand Experience and Social Media Marketing on Purchase Decisions through Brand Image as Variables Intervening in the Filosofi Kopi Medan

2021 ◽  
Vol 8 (12) ◽  
pp. 569-579
Author(s):  
Muhammad Ridwan Verinanda ◽  
Endang Sulistya Rini ◽  
R Hamdani Harahap
Keyword(s):  
Social Media ◽  
Indirect Effect ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Brand Experience ◽  
Purchasing Decisions ◽  
Indirect Influence ◽  
Positive Effect

This study aims to determine the effect of servicescape, brand experience and social media marketing on purchasing decisions through brand image as an intervening variable in the Filosofi Kopi Medan. The type of research in this study is associative research, namely research that connects two or more variables using quantitative descriptive with the number of samples taken in this study as many as 150 people as respondents who are consumers who have visited the Filosofi Kopi Medan and the data analysis techniques used to test the hypothesis in this study is descriptive analysis and analysis using SEM-lisrel. The results of this study on testing the direct effect show that the variable Servicescape influence on Brand Image is concluded to have no significant effect, the Brand Experience variable on Brand Image has a positive effect, Social Media Marketing has a positive and significant effect on Brand Image, Brand Image variable on Purchase Decision has a positive and positive effect. significant, Servicescape variable on Purchase Decision has no significant effect, Social Media Marketing variable on Purchase Decision has a positive and significant effect, Brand Experience variable on Purchasing Decision has a positive and significant effect, while the results of the indirect effect test show that, Brand Experience variable, through Brand Image on consumer purchasing decisions has an indirect effect, Servicescape variable through Brand Image on consumer purchasing decisions does not have an indirect influence, Social Media Marketing variables through Brand Image on consumer purchasing decisions do not have an indirect influence. For more details have been presented in this study. Keywords: Servicescape, Brand Experience, Social Media Marketing, Brand Image, Consumer Decisions, Marketing Management.

scholarly journals Increased Purchase Decision of Le Minerale through Perceived Quality and Brand Image

2021 ◽  
Vol 8 (2) ◽  
pp. 295-302
Author(s):  
Achmad Ramadhani ◽  
Arry Widodo
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Perceived Quality ◽  
Equation Model ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Perception Of Quality ◽  
Positive Effect

This research determines the perceived quality effect on Le Minerale purchasing decisions through brand image in Bogor Regency. The method is quantitative with causal and descriptive types. The population is people of Bogor Regency who purchased Le Minerale and needed 100 respondents. The descriptive analysis and Structural Equation Model with SmartPLS are the research techniques. The results, perception of quality as a whole is included in good category (78.18%), brand image as a whole is included in good category, 86.80%, and overall purchasing decisions are included in good category, 78.96%. It means perceived quality has a positive effect on brand image, brand image has a positive effect on purchasing decisions and perceived quality affects purchasing decisions.

scholarly journals Effects of E-Marketing and Social Media Marketing on E-commerce Shopping Decisions

2020 ◽  
Vol 20 (1) ◽  
Author(s):  
Donni Juni Priansa ◽  
Bethani Suryawardani
Keyword(s):  
Social Media ◽  
Electronic Media ◽  
Social Media Marketing ◽  
Survey Method ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Consumer Decisions ◽  
Marketing Social ◽  
Positive Effect ◽  
Analyze Data

This research analyzes how marketing through electronic media, marketing through social media, and purchasing decisions on e-commerce sites; testing whether marketing through electronic media has a positive effect on buy decisions at e-commerce sites; testing whether marketing through social media has a positive effect on buy decisions at e-commerce sites; and test whether marketing through electronic media and social media marketing has effect on buy decisions at e-commerce sites. The survey method was used in this study. The population of e-commerce consumer research in Bandung. The sample size used was 125 samples. Path analysis used to analyze data. Findings, marketing through electronic media, marketing through social media, and consumer decisions were in the high category. Marketing through electronic media has effect to buy decisions at 45.35%; Marketing through social media has effect to buy decisions at 35.73%. Marketing through electronic media and social media has effect to consumer decisions at 81.08%. Keywords: E-marketing; Social Media Marketing; Purchase Decision

scholarly journals The Influence of Brand Image, Service Quality, and Social Media Marketing on Purchase Decision at Restaurant Navy Seals Surabaya

2021 ◽  
Vol 2 (4) ◽  
pp. 251-260
Author(s):  
Sarah Wahyu Darmawan Geraldine Putri ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Navy Seals ◽  
Analysis Technique

Restaurant Navy Seals Surabaya has many determinants in purchasing decisions, these factors are Brand Image, Service Quality, Social Media Marketing. And these factors will be examined statistically which aims to determine how much influence. The variables used are four, namely Brand Image (X1), Service Quality (X2), Social Media Marketing (X3), and Purchase Decision (Y). Data collection was obtained from distributing questionnaires to customers of Restaurant Navy Seals Surabaya. The results show that the Brand Image variable (X1), Service Quality (X2), and Social Media Marketing (X3) simultaneously and partially have a significant effect on Purchase Decision (Y). This research is a quantitative study with a sample of 160 respondents. The analysis technique used is multiple linear regression analysis. Based on this research, Restaurant Navy Seals Surabaya can maintain Brand Image, Service Quality, and Social Media Marketing, so that customers survive and faithfully buy at the place.

scholarly journals THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY AND PERCEIVE RISK ON PURCHASE DECISION TRANSFORMER PRODUCT PT. SCHNEIDER INDONESIA

2017 ◽  
Vol 8 (1) ◽  
pp. 101
Author(s):  
Mohammad Rizan ◽  
Muthya Octariany Nauli ◽  
Saparuddin Mukhtar
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Business Unit ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
The Third ◽  
Perceive Risk ◽  
Positive Effect

The aim of this objective reserach is to find a picture of the influence of brand image, price, product quality and perceive risk on purchase decision transformer product PT. Schneider Indonesia for business consumers in Indonesia. This research is quantitative study with descriptive and causal method undertaken at PT. Schneider Indonesia business unit transfomer in 2013. Data collection done towards 97 respondents and its surrounding others industries segment. The data were collected with questonnaire and analyzed with SPSS ver. 20.0. The results of this study concluded that (1) the brand image positive and has significant impact on purchasing decisions, (2) Price positive and has significant impact on purchasing decisions, (3) product quality positive and has significant impact on purchasing decisions, (4) perceive risk positive and significant impact on purchasing decisions and (5) all of the independent variables (brand image, price, product quality, and perceive risk) have significant positive effect on the dependent variable (purchase decisions). The variables that most influence the purchase decision is price variable, the second is brand image, the third is perceive risk and the fourth is a product quality.   Keywords: brand image, price, product quality, perceive risk and purchase decision

scholarly journals A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

2021 ◽  
Vol 3 (9) ◽  
pp. 265-276
Author(s):  
Hedwika Avila Diva Putri Kuncoro ◽  
Nurrani Kusumawati
Keyword(s):  
Social Media ◽  
Sleep Disturbances ◽  
Quantitative Methods ◽  
Consumer Preferences ◽  
Positive Impact ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

scholarly journals Analisis Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Clothing Linkswear

2021 ◽  
Vol 12 (3) ◽  
pp. 397
Author(s):  
Kania Siti Sarah ◽  
Ratih Hurriyati ◽  
Heny Hendrayati
Keyword(s):  
Social Media ◽  
Research Method ◽  
Quantitative Method ◽  
Sampling Method ◽  
Sampling Technique ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Simple Regression ◽  
Test For Normality

<div><div><p class="1eAbstract-text"><em>This study aims to analyze the effect of social media marketing through instagram on purchasing decisions on clothing linkswear products. </em><em>The result of the study found that all research, namely social media marketing through instagram and purchase decision, were declared valid and reliable. To test for normality that the value of all variables is declared to be normally distributes.</em> <em>The research method used is a quantitative method with explanatory research techniques using a questionnaire. The sampling technique used is purposive sampling method. The sample used is 100 consumers of clothing linkswear products. The data collected was then analyzed using a simple regression technique with SPSS version 25. The results showed that social media marketing through instagram had a positive and significant effect on purchasing decisions. This finding implies that to improve online purchasing decisions, companies need to pay more attention to instagram account quality indicators so that consumers can be more interested in seeing instagram social media accounts which ultimately increase good sales for the company.</em><em></em></p></div><p class="1eAbstract-text"><em><br /></em><em></em></p></div>

scholarly journals ANALYSIS OF EFFECT PRICE AND QUALITY ON BRAND IMAGE AND ITS IMPLICATION ON PURCHASE DECISION MODENA GAS COOKTOP (CASE STUDY ON GRAND GALAXY CITY RESIDENCE BEKASI)

2020 ◽  
Vol 1 (5) ◽  
pp. 747-761
Author(s):  
Muhammad Thariq Nahra Putra ◽  
Adi Nurmahdi
Keyword(s):  
Image Quality ◽  
Data Collection ◽  
Significant Influence ◽  
Indirect Effect ◽  
Sampling Method ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchasing Decisions

This study aims to determine the effect of price and quality on brand image and its implications for purchasing decisions on Modena gas cooktops. This study also examines the indirect effect of price and quality on brand image with purchasing decisions as an intervening variable. The study was conducted in the grand galaxy city residence in Bekasi. The sample in this study is consumers or at least know about Modena products with a purposive sampling method. The number of respondents who participated in this study were 100 respondents. Data collection was done through a questionnaire with a Likert scale of 1-5. The method of analysis uses path analysis using SPSS version 24.0. the results showed that price has a positive and significant effect on brand image, quality has a positive and significant effect on brand image, brand image has a positive and significant influence on purchasing decisions for Modena gas cooktop. Price has a positive and significant influence on purchasing decisions, quality has a positive and significant influence on purchasing decisions. Price and quality simultaneously have a positive and significant influence on brand image. Price and quality of brand image simultaneously have a positive and significant influence on purchasing decision

scholarly journals Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

2020 ◽  
Vol 9 (3) ◽  
pp. 290-299
Author(s):  
Nurul Fatimah ◽  
Dorojatun Prihandono
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine  the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

scholarly journals PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1962
Author(s):  
Kompyang Gede Sathya Narayana ◽  
Gede Bayu Rahanatha
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Significant Influence ◽  
Sampling Method ◽  
Brand Image ◽  
Social Media Marketing ◽  
Sampling Techniques ◽  
Purchasing Decisions ◽  
Analysis Technique

The purpose of this study was to determine the role of brand image mediating the effect of social media marketing on purchasing decisions on Denara Bali consumers. This research was conducted in Denpasar City by using a sample of 120 respondents who had already purchased Denara Bali products and had followed and had communicated with Instagram @denarabaliofficial admin, with non-probability sampling techniques with purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used in this research is path analysis and sobel test. The results of this study found that social media marketing had a positive and significant effect on brand image. Social media marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions. Brand image is a mediating variable of the influence between social media marketing on purchasing decisions on Denara Bali consumers in Denpasar City. Keywords: social media marketing, brand image, purchasing decisions

scholarly journals The Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables

2022 ◽  
Vol 6 (6) ◽  
pp. 271-277
Author(s):  
Wahyu Septianti ◽  
Ira Setyawati ◽  
Dudi Permana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Analysis Software ◽  
Mediating Variables ◽  
Positive Effect

This study aims to know and clarify the influence of halal products and brand image on purchasing decisions with purchase intentions as mediating variables. Respondent – 98 employees (purposive sampling). Data collection is conducted through interviews and questionnaires. The data in the analysis uses path analysis (software SmartPls 3.0). The results of the study showed that: (1) Halal Products have a significant positive effect on Purchase Intentions. (2) Brand Image has a significant positive effect on Purchase Intention. (3) Purchase Intention as a mediator in this study has a significant effect on the Purchase Decision. (4) Halal products have a significant positive effect on Purchasing Decisions. (5) Brand Image has a significant positive effect on Purchasing Decisions. (6) Purchase Intention mediates Halal Products to Purchase Decisions and (7) Purchase Intention do not mediate Brand Image against Purchasing Decisions.

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