PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN
This research is quantitative research with the aim of analyzing and knowing the influence of Istagram social media marketing, brand image, and service quality on the purchase decision of Kopi Kenangan. The sample population in this study was 100 respondents of Kopi Kenangan consumers in Pamulang Di...
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2023-07-21.
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| 245 | 0 | 0 | |a PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN |
| 260 | |c 2023-07-21. | ||
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| 500 | |a http://repository.upnvj.ac.id/25503/50/ARTIKEL%20KI.pdf | ||
| 520 | |a This research is quantitative research with the aim of analyzing and knowing the influence of Istagram social media marketing, brand image, and service quality on the purchase decision of Kopi Kenangan. The sample population in this study was 100 respondents of Kopi Kenangan consumers in Pamulang District, South Tangerang using purposive sampling techniques. Data analysis techniques were collected through google form questionnaires with descriptive analysis techniques and tested for validity and reliability and continued with hypothesis testing using the Partial Least Square (PLS) method and assisted using the SmartPLS 3.0 application. Hypothesis testing in this study used inner model analysis, outer model, and t-statistical test with a significance level of 5% (0,05). The result obtained in this study are (1) Instagram social media marketing variables have a positive and significant effect on purchasing decisions with an Original Sample value of 0,418 (2) brand image variables have a positive and insignificant effect on purchasing decisions with an Original Sample value of 0,151 (3) service quality variables have a positive and significant effect on purchasing decisions with an Original Sample of 0,373. | ||
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