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Henny Welsa
Universitas Sarjanawijaya Tamansiswa
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Journal : Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis

 1 
Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest Sutiyati Sutiyati*; Henny Welsa; Ambar Lukitaningsih
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 4, No 2 (2020): Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (350.391 KB) | DOI: 10.31294/jeco.v4i2.8223

Abstract

ABSTRACTThe purpose of this research is to determine the most influential and important variables that cause the low totally of the peoples has been visited at Parangtritis beach Yogyakarta in accordance with the problems that have been formulated. A sample size of 97 that can represent the population is determined using the Krejcie-Morgan method. The method of analysis in this study is to use a variance-based analysis of Structural Equation Modeling (SEM), namely Partial Least Square (PLS). The sampling technique in this study is accidental sampling using a questionnaire instrument. Social media variables have a positive and significant effect on purchase decision by showing p values of 0.000; brand image variable has a positive and significant effect on purchase decision with p values of 0.018; social media variables has a positive and significant effect on buying interest and p values of 0.008; brand image variable has a positive but not significant effect on work stress with an original sample value of 0.213 and a p value of 0.129; buying interest variables have a positive and significant effect on purchase decision as evidenced by the original sample value of 0.014 and p values of 0.764; buying interest as intervening influences has effect on relationship between social media variables and purchase decision with zscore (2.67)> ztable (1.96); buying interest as an intervening has not effect on relationship between brand image and purchase decision  with  zscore (1.08)< ztable (1.96).Keywords: Social media, Brand image, buying interest, purchase decision
Co-Authors Agus Dwi Cahya Agus Dwi Cahyo Ahmad Suheri Alfiani Jatiningsih Ambar Lukitaningsih Armando Lahura Arohman Arohman Bayu Aprilianto Bernadetta Diansepti M Bernadetta Diansepti Maharani Burhan Marwanto David Setiawan Diki Ramadhan Dinda Dwi Jayanti Emil Salim Fahrurozi Ibnu Faiz Fajar Imam Ma&#039;aruf Farhan Falah Fauzi, Latiffah Ulul Felinda Astuti Fernicko Meidyansyah Firmansah, Laila Nurul Galih Kristian Galuh Gian Vinda Gendro Wiyono Gilang Purnama Putri Ida Bagus Nyoman Udayana Ignatius Soni Kurniawan Ignatius Soni Kurniawan Ignatius Soni Kurniawan Ignatius Soni Kurniawan Irma wati Jodi Safutra Kesti Ayu Utami Kholiqun Nur Ramadhan Khusna Indah Wijayanti Kurniasari Tripambudi Kusuma Candra Kirana Kusuma Chandra Kirana Kusuma Chandra Kirana Kusuma Chandra Kirana, Kusuma Chandra Lamere, Lukas Latifah Latifah Latiffah Ulul Fauzi Linda Pamungkas Lisnaini, Ratna Lukas Lamere Lusia Tria Hatmanti Hutami M. Thomi Sirojudin maratush sholihah Marella Festirari Sasangka Mar’atush Sholihah Mean, Paulus Mohammad Arief Baehaqi Muhamad Khoironi Muhammad Alfian Muinah Fadhilah Muinah Fadhilah Neneng Hardianti Nika Irawati Niken Lifi Pratika Nonik Kusuma Ningrum Nonik Kusuma Ningrum Nosya Hestina Wati Nur Dianah Oktamia Asri Ivo Paulus Mean Prawita, Dika Prayekti Prayekti Pricilia Sinta Sakinda Putri Dwi Cahyani Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri Nugraheni Cahyaningsih Ratna Lisnaini Rejeki Sekar Dwifa Reni Suci Wahyuni Richardus Mosa Leke Risang Bagus Hastungkara Aji Risang Nagar Riyana Riyana Rohandi Mutaqin Sandika Purnama Putri Sekar Hapsari Selastri Niati Siahaan Sella Saputri Siti Malikhah Sofyan Nurcahyo SRI LESTARI Suharti Suharti Susanto Susanto Susanto Susanto Susanto Susanto Sutiyati Sutiyati* Widiya Saputri Yudanto, Andreas Adri