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Abstract
The purpose of this study is to determine the effect of social media
marketing and brand image on consumer purchasing decisions at
Kopi Kenangan in Padang City. This research uses quantitative
research methods with descriptive quantitative research types.
Sampling was carried out by non-probability sampling techniques,
the technique used was purposive sampling techniques, the
number of respondents was obtained by 100 respondents. The data
analysis techniques used are descriptive analysis and multiple
linear regression analysis. Based on the results of multiple linear
regression processed using SPSS version 25.0. The results of the
study with a significant level of 5% found that: (1) Social Media
Marketing does not have a significant effect on purchasing
decisions, (2) Brand image has a positive and significant effect on
purchasing decisions, (3) Social Media Marketing and Brand
Image simultaneously affect purchase decisions. The result of the
coefficient of determination was 55.6% while the remaining 44.4%
was effectd by other variables that were not studied in this study
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Copyright (c) 2024 Fanny Wulanda, Nadia Ananda Salsabila, Mega Putri Nolasary
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