Pengaruh Brand Image, Sosial Media Marketing Dengan Mediasi Purchase Intention Terhadap Purchase Decision Pada Produk Sepatu Compas

Ida Hadiqotul Laeli; David Ahmad Yani

doi:10.31004/riggs.v4i2.1084

Authors

Ida Hadiqotul Laeli Universitas Terbuka
David Ahmad Yani Universitas Terbuka

DOI:

https://doi.org/10.31004/riggs.v4i2.1084

Keywords:

Brand Image, Sosial Media Marketing, Purchase Intention, Purchase Decision

Abstract

Tujuan dari riset ini yaitu untuk menelaah pengaruh Brand Image, Social Media Marketing, dan Purchase Intention, terhadap Purchase Decision. Riset ini dilaksanakan di Kota Cilacap dengan sampel sebanyak 120 responden yang telah melakukan pembelian minimal 1 kali. Pengolahan data dilakukan dengan SPSS, riset ini dengan memakai data primer yang didapatkan melalui metode purposive sampling. Dengan hasil analisis mengindikasikan bahwa brand image berpengaruh signifikan positif terhadap purchase decision (nilai t hitung 4.383 dan signifikansi 0,000) dan purchase intention (nilai t hitung 13.104 dan signifikansi 0,000). Social media marketing juga berpengaruh signifikan terhadap purchase decison (nilai t hitung 5.493 dan signifikansi 0,000) dan purchase intention (nilai t hitung 1.055 dan signifikansi 0,002). Purchase intention mempunyai pengaruh signifikan terhadap purchase decision (nilai t hitung 2.303 dan signifikansi 0,003). Temuan dari riset ini mengidikasikan adanya pengaruh positif yang signifikan dari brand image, sosial media marketing, purchase intention terhadap purchase decision.

Downloads

Download data is not yet available.

References

Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Ardi Fadilah, & Lista Meria. (2024). Pengaruh E-Wom, Trust, Value Co-Creation, dan Brand Image Terhadap Purchase Intention. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(2), 146–165. https://doi.org/10.58192/profit.v3i2.2091

Azizah, K. I., & Djuwendah, E. (2024). Pengaruh Social Media Marketing Terhadap Purchase Intention pada Agree Mart. Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10(1), 557. https://doi.org/10.25157/ma.v10i1.12278

Azzahra, F. D., Suherman, & Rizan, M. (2021). Pengaruh Social Media Marketingdan Brand AwarenessTerhadap Purchase Intentionserta dampaknya pada Purchase Decision: Studi pada pengguna layanan Online Food Deliverydi Jakarta. Pharmacognosy Magazine, 75(17), 399–405. https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30169/13395

Chen, H.-Y. (2021). the Effect of Fast Fashion Brand Awareness on Purchase Intention: a Study of Fashion Clothing. The International Journal of Organizational Innovation, 14(2), 40–53.

Daniel Zuhad, M., & Yoestini. (2023). Pengaruh Social Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada Pelanggan Tokopedia Di Kota Semarang). Diponegoro Journal of Management, 12(4), 1–13. http://ejournal-s1.undip.ac.id/index.php/dbr

De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification. International Journal of Retail and Distribution Management, 49(7), 919–940. https://doi.org/10.1108/IJRDM-09-2020-0360

Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of Smes food products. Turkish Journal of Computer and Mathematics ….

F., H. J. (2014). Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. ISBN: 978-1-4522-1744-4. 307 pp. European Journal of Tourism Research, 6(2), 211–213. https://doi.org/10.54055/ejtr.v6i2.134

Ghozali, I. (2013). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1–18. https://doi.org/10.1080/08961530.2020.1795043

Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459

Pramesti, D. Z., & Sujana, N. (2022). Pengaruh Brand Image, Brand Trust Dan Brand Ambassador Terhadap Keputusan Pembelian Smartphone Merek Vivo. Skripsi Thesis, Universitas Muhammadyah Surakarta., 11(April), 346–363.

Purwanto, H., Kadi, D. C. A., & Indrasari. (2022). Pengaruh Brand Image Dan Perceived Quality Terhadap Purchase Decision Dengan Purchase Intention Sebagai Variabel Intervening. CITACONOMIA : Economic and Business Studies, 01(91), 31–48.

Rachmadianti, D., Rudiantara, A. N., Subandi, S., Aafiy, L. D., Sundari, S. I., & Bestari, D. K. P. (2022). Purchase Decision Garuda Indonesia Based on Performance of Service Recovery , E-WOM , and Brand Image During Pandemic Covid-19. Central Asia and The Caucasus, 23(1), 4388–4400.

Sabathini, G., Nofiawaty, N., & Putri, Y. H. (2023). Pengaruh Pemasaran Media Sosial terhadap Keputusan Pembelian Somethinc di Kota Tangerang Selatan. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 983–995. https://doi.org/10.47467/alkharaj.v6i2.3763

Santoso, S. (2016). Panduan lengkap SPSS versi 23. Elex Media Komputindo.

Saputri, A. D., & Guritno, A. (2021). The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables. Annual International Conference on Islamic Economics and Business (AICIEB), 1, 359–374. https://doi.org/10.18326/aicieb.v1i0.36

SepatuCompas. (n.d.). Jumlah Pengikut Istagram. 2025.

Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2), 262–270. https://doi.org/10.23887/ijssb.v5i2.30847

Steven, W., Purba, J. T., Budiono, S., & Adirinekso, G. P. (2021). How product quality, brand image and price perception impact on purchase decision of running shoes? Proceedings of the International Conference on Industrial Engineering and Operations Management, 1289–1297. https://doi.org/10.46254/sa02.20210562

Sugiyono. (2019). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.

Udayana, I. B. N., Hutami, L. T. H., & Yani, Y. E. (2022). Website Quality, Brand Image, and Brand Trust on Repurchase Intention Through Customer Satisfaction as Intervening Variables. Jurnal Ilmu Manajemen PROFITABILITY, 6(1), 201–214.

Wagiswari, K. A. (2022). Analysis of the Impact of Brand Image on Smartphone Product Purchase Decisions in Bandung. Special Education, 2022(2).

Yi Lu, H. (2021). the Effect of Brand Image and Celebrity Endorsers’ Credibility on Purchase Intention. International Journal Of Organizational Innovation, 14(2), 201–207.

Yusra, I., & Nanda, R. (2020). Pengaruh Kualitas Produk, Lokasi Dan Harga Terhadap Keputusan Pembelian Pada Cafe Kinol Bistro N’Poll Di Kota Padang. Jurnal Pundi, 3(3), 161. https://doi.org/10.31575/jp.v3i3.173