The Impact of Social Media Marketing and Brand Image on Purchase Decisions: A Case Study at Florasea Florist in Purwokerto

Abstract

This study aims to determine how social media marketing and brand image influence purchasing decisions at Florasea Florist in Purwokerto City. The research method used is quantitative method. This research was conducted using purposive sampling technique with a total sample of 80 respondents. The data collection method used was the distribution of questionnaires. The data analysis technique in this study used multiple linear regression analysis which was previously carried out validity test, reliability test, classical assumption test and then hypothesis testing through T test and coefficient of determination test. The results showed that: (1) Social media marketing has a positive and significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Social media marketing and brand image influence purchasing decisions by 75.9%.

Keywords: Social Media Marketing, Brand Image, Purchase Decision