Firgie, Daffaessa (2024) Pengaruh Social Media Marketing, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Sambal Bakar Indonesia (Studi Kasus: Konsumen di Wilayah Tangerang Raya). Undergraduate thesis, Universitas Pembangunan Jaya.
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Abstract
Sambal Bakar Indonesia Restaurant is one of the pioneers of modern cuisine that emphasizes chili sauce as the main dish. Although it has been widely recognized by the public, there are problems related to consumer assessment, especially in the aspects of social media marketing, brand image, and product quality. This study aims to analyze the effect of social media marketing, brand image, and product quality on purchasing decisions for Sambal Bakar Indonesia in the Greater Tangerang area. This research uses a quantitative approach with a survey method. Data was obtained through questionnaires distributed to 149 respondents who are customers of Sambal Bakar Indonesia restaurants in the Greater Tangerang area. Data analysis was performed using multiple linear regression. The results showed that social media marketing (X1) has a positive and significant influence on purchasing decisions for Sambal Bakar Indonesia with a significance value of 0.537. Brand image (X2) also has a positive and significant influence on purchasing decisions with a significance value of 0.153. Similarly, product quality (X3) has a positive influence on purchasing decisions with a significance value of 0.147.
| Item Type: | Karya Tulis Ilmiah (KTI) (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Humaniora dan Bisnis > Prodi Manajemen |
| Depositing User: | Daffaessa Firgie |
| Date Deposited: | 20 Dec 2024 08:10 |
| Last Modified: | 20 Dec 2024 08:12 |
| URI: | http://eprints.upj.ac.id/id/eprint/9947 |
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