Pengaruh Sosial Media Marketing dan Brand Image Terhadap Pembelian Produk Nasa pada Toko VCN Store Palu
The Influence of Social Media Marketing and Brand Image on Purchases of Nasa Products at the VCN Store, Palu
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan brand image terhadap keputusan pembelian pada Toko Vidia Cindya Novita Store Palu. Penelitian ini menggunakan data primer yang dikumpulkan melalui kuesioner dari 78 responden pelanggan toko. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa social media marketing dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, social media marketing dan brand image masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Social media marketing memberikan kontribusi yang efektif dalam membangun kesadaran merek dan mempengaruhi sikap konsumen. Sementara brand image yang positif dapat meningkatkan kepercayaan dan preferensi konsumen terhadap produk. Kesimpulannya, social media marketing dan brand image merupakan faktor penting yang perlu diperhatikan oleh toko dalam upaya meningkatkan keputusan pembelian konsumen.
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