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All Journal Cakrawala : Jurnal Humaniora Bina Sarana Informatika Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi IJISTECH (International Journal Of Information System & Technology) Management Studies and Entrepreneurship Journal (MSEJ) Akrab Juara : Jurnal Ilmu-ilmu Sosial IJISTECH Jurnal Ekonomi Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Jurnal Esensi Infokom: Jurnal Esensi Sistem Informasi dan Sistem Komputer Jurnal Ilmiah Teknik Informatika (TEKINFO) Jurnal Manajemen dan Administrasi Antartika
Bilgah Bilgah
Universitas Bina Sarana Informatika
Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Medicine & Pharmacology Social Sciences Transportation

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Journal : Jurnal Ekonomi

 1 
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS AT SHOPEE THROUGH PURCHASE INTEREST AS A MEDIATION VARIABLE Bilgah Bilgah; Nurzalinar Joesah
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

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Abstract

This study aims to determine the effect of Social Media Marketing and Brand Image on Purchase Decisions with Purchase Intention as an intervening variable at Shopee. This study uses primary data by taking data from questionnaires. The sampling technique in this study is probability sampling so that the number of samples used is 100 people. The data analysis technique in this study used (SEM) structural equation modeling with the help of smartPLS to be able to solve the problems and hypotheses that have been formulated in this study and used to test the relationships between variables. The results of this study indicate that Social Media Marketing has no effect on Purchase Decision, Brand Image has a positive and significant effect on Purchase Decision, Social Media Marketing has a significant effect on Purchase Intention, Brand Image has a significant effect on Purchase Intention, Purchase Intention has a significant effect on Purchase Decision Purchasing, Social Media Marketing has a significant effect on Purchase Decision through Purchase Interest and Brand Image influences Purchase Decision through Purchase Interest. Purchase intention is able to have a positive and significant direct influence on the relationship between Social Media Marketing and Brand Image on purchasing decisions
Co-Authors A Asep Aan Rahman Aan Rahman Adelia Lukitasari Adianta Sebayang Adianta Sebayang Alsen Medikano Amanda Dwi Shafira Arman Syah Putra Arman Syah Putra Ayu Safira Dedi Suharyadi Mety Titin Herawaty Nurhadi Nurhadi Nurul Aisyah Nurul Aisyah Nurul Aisyah Nurul Aisyah Nurzalinar Joesah Nurzalinar Joesah Rachmawati, Susan Rani Kurniasari Rani Suryani Rio Wirawan Rio Wirawan Susan Rahmawati