PERAN MEDIASI BRAND IMAGES PADA HUBUNGAN ANTARA SOCIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA WISATAWAN YANG BERBELANJA DI KRISNA TOKO OLEH-OLEH KHAS BALI)

Syarif Hidayatullah, Surya Wahyuning Tiyas, Stella Alvianna, Anisa Zuhria Sugeha, Ike Kusdyah Rachmawati

Abstract


 

Online promotion is currently an alternative solution in marketing the products produced because, at this time, all community activities are carried out online in online media such as social media, television, or digital catalogs that display all products offered attractively and interactively people to see and observe them. The variables in this study are Social Media Marketing, product quality, brand images, and purchasing decisions. The population in this study is people who are or have visited the Krisna Bali Souvenir Shop with a total sample of 160 people. The results of this study are Social Media Marketing does not affect brand images, product quality affects brand images, brand images affect purchasing decisions, Social Media Marketing affects purchasing decisions through brand images, and product quality does not affect purchasing decisions through brand images.


Keywords


Brand images; Product quality; Purchasing decisions; Social Media Marketing

Full Text:

PDF

References


Agnes Dwita Susilawati, Ahmad Hanfan, & Fetalia Haryanti Anugrah. (2021). Pengaruh Brand Image, Brand Ambassador, Word Of Mouth dan Testimony In Social Media terhadap Keputusan Pembelian Hijab Sulthanah di Kota Tegal. DIALEKTIKA : Jurnal Ekonomi Dan Ilmu Sosial. https://doi.org/10.36636/dialektika.v6i1.470

Alvianna, S., Earlike, F., Sani, A., Lasarudin, A., & Hidayatullah, S. (2020). The Impact of Visitor Satisfaction Mediation from the Relationship between Marketing Information Systems , Tourist Destinations and Service Quality towards Returning Interest in Malang Topeng Village Tourism Destinations. 4413(12), 332–338. https://doi.org/10.36349/easjmb.2020.v03i12.003

Alvianna, S., Husnita, I., Hidayatullah, S., Lasarudin, A., & Estikowati, E. (2021). Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Panderman Coffeee Shop di Masa Pandemi Covid-19. Journal of Management and Business Review, 18(2). https://doi.org/10.34149/jmbr.v18i2.286

Amelia, Rizka ; Hidayatullah, S. (2020). The Effect of Instagram Engagement to Purchase Intention and Consumers ’ Luxury Value Perception as the mediator in the Skylounge Restaurant. 5(4), 958–966.

Amelia, R. (2020). The Effect of Instagram Engagement to Purchase Intention and Consumers ’ Luxury Value Perception as the mediator in the Skylounge Restaurant. 5(4), 958–966.

AMILIA, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam.

Batee, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi & Ekonomi Syariah). https://doi.org/10.36778/jesya.v2i2.108

Cahayani, C. O., & Sutar, S. (2020). PENGARUH KUALITAS PRODUK TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK ALDO SHOES. Jurnal Ekobis : Ekonomi Bisnis & Manajemen. https://doi.org/10.37932/j.e.v10i2.128

Fure, F., Lapian, J., & Rita Taroreh. (2015). brand image, kualitas produk, harga, keputusan pembelian konsumen . Jurnal Fakultas Ekonomi Dan Bisnis.

Haenlein, M., & Kaplan, A. M. (2009). Les magasins de marques phares dans les mondes virtuels: l’impact de l’exposition au magasin virtuel sur l’attitude envers la marque et l’intention d’achat dans la vie réelle. Recherche et Applications En Marketing (French Edition). https://doi.org/10.1177/076737010902400304

Handono, A. A., & Madiawati, P. N. (2021). PENGARUH SOCIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN, MELALUI BRAND AWARENESS. JURISMA : Jurnal Riset Bisnis & Manajemen. https://doi.org/10.34010/jurisma.v11i1.2768

Hidayatullah, S., Rachmawati, I. K., Aristanto, E., Waris, A., & Patalo, R. G. (2020). Peran Sistem Informasi Pemasaran , Kualitas Pelayanan dan Entrepreneurial marketing serta Kepuasan Terhadap Loyalitas Generasi Milenial Berkunjung ke Tempat Wisata. https://doi.org/10.32812/jibeka.v14i1.148

Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing. https://doi.org/10.1108/JHRM-11-2016-0027

Mileva, L., & Dh, ahmad fauzi. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB).

Patalo, R. G., Rachmawati, I. K., Alvianna, S., & Hidayatullah, S. (2021). Analisis Kualitas Sistem Dan Kualitas Informasi Terhadap Kepuasan Pengguna Sosial Media Instagram Pada Akun @ bbtnbromotenggersemeru. 2(1), 65–77.

Pengaruh Brand Awareness dan Brand Image terhadap Keputusan Pembelian. (2016). Management Analysis Journal.

PUSPANINGRUM, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951

Rachmawati, I. K. (2020). Collaboration Technology Acceptance Model , Subjective Norms and Personal Innovations on Buying Interest Online. International Journal of Innovative Science and Research Technology, 5(11).

Rachmawati, I. K., Handoko, Y., Nuryanti, F., Wulan, M., & Hidayatullah, S. (2019). Pengaruh kemudahan, kepercayaan pelanggan dan kualitas informasi terhadap keputusan pembelian online. September.

Rachmawati, I. K., Hidayatullah, S., Nuryanti, F., & Wulan, M. (n.d.). The Effect Of Consumer Confidence On The Relationship Between Ease Of Use And Quality Of Information On Online Purchasing Decisions.

Respati, H., & Hidayatullah, S. (2021). Implementation of the DeLone and McLean Information System Success Models for Information Systems Based on Social Media. 9(2), 4361. www.ijcrt.org

Ridho, M., & Suharyono. (2017). Pengaruh Kualitas Produk terhadap Brand Image dan Dampaknya pada Kepuasan Pelanggan. Jurnal Administrasi Bisnis (JAB).

Sandrio, L., Hidayatullah, S., Supriadi, B., & Patalo, R. G. (2020). Effect Of Tourism Satisfaction As A Mediator Variable Of Images Of Destination And Facilities To Loyalties On Millenial Generation To Visit Bromo Tengger Semeru. 9(05), 183–187.

Syarif, H. at all. (2020). ALAM WEBSITE, sejarah, jenis, manfaat, kejahatan dan solusi pada alam website (1st ed.). Uwais Inspirasi Indonesia.

Tjiptono, F., & Chandra, G. (2004). Tjiptono, Fandi. & Chandra, Gregory. (2004). Service, Quality dan Satisfaction. Yogyakarta; Andi. Jurnal of Business and Management Sciences. https://doi.org/10.12691/jbms-4-4-1




DOI: https://doi.org/10.26905/jpp.v6i2.6658

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2021 Jurnal Pariwisata Pesona



Jurnal Pariwisata Pesona

Editorial Office    
Address:Jl. Bandung No. 1 kota Malang 65113  
Phone:+62341580303  
Mobile / Whatsapp:Dhita Paramita A +62 857-2506-0019 
(Operating Hours: Monday - Friday 08.00 - 14.00)		  
Email:[email protected]  
     
Jurnal Pariwisata Pesona has been indexed on:

 

Creative Commons License
Jurnal Pariwisata Pesona is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

web statistics View My Stats