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Fairuz Dary Hanif
Universitas Islam Malang
Economics, Econometrics & Finance

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Pengaruh Media Sosial, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Masa Pandemi Covid-19 (Study Kasus Om.Kopi) Fairuz Dary Hanif; Achmad Agus Prioyono; Eris Dianawati
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study was conducted to determine the effect of social media, brand image, and product quality on purchasing decisions in the midst of the COVID-19 pandemic. This study uses a quantitative approach with the method used in this study is multiple linear regression with the help of the sspss 20 program and using a sample of 200 respondents.The results of this study are the variables of social media, brand image, and product quality simultaneously have a positive and significant effect on purchasing decisions in the midst of the COVID-19 pandemic. Keywords: Social Media, Brand Image, Product Quality.
Co-Authors Achmad Agus Prioyono Eris Dianawati