Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Purchase Decisions

Annisha Fitriana; Lenda Komala

doi:10.58777/reb.v2i2.279

Authors

Annisha Fitriana Faculty of Economics and Business, YARSI University, Jakarta
Lenda Komala Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/reb.v2i2.279

Keywords:

Social Media, Cost, Brand Recognition, Product Excellence, Purchasing Decisions

Abstract

The purpose of this study is to ascertain whether ASUS brand purchasing decisions are influenced by social media, pricing, brand perception, and product quality laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, using a purposive sample approach by sending out surveys. Multiple regression analysis, the partial t-test, and the simultaneous f-test are the data analysis techniques that are employed. The study's findings indicate that (1) social media influence has a negligible and unfavorable impact on consumers' decisions to buy. Price has a negligible and unfavorable influence on decisions made about purchases. (3) Buying decisions are positively and significantly impacted by brand image. (4) Buying decisions are positively and significantly impacted by product quality. (5) Every independent variable simultaneously has a big impact on buying decisions. The research's managerial implications show that businesses must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

References

Muslim. A. W. (2018). Pengaruh Media Sosial, E-Service Quality dan Harga Terhadap Keputusan Pembelian yang di Mediasi Oleh Gaya Hidup. Jurnal Riset Bisnis dan Manajemen. 6(2). 145-162. https://doi.org/10.26623/jreb.v16i3.7084

Amron. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, Vol.14, No.13. 1857 – 7881. https://doi.org/10.19044/esj.2018.v14n13p228

Anggraini, R. A. (2024). Predicting the Significance of Trust, Service Quality, and Values for Customer Satisfaction. Research of Business and Management, 2(1), 41–52. https://doi.org/10.58777/rbm.v2i1.186

Aprillia, E. M. (2024). Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating. Marketing and Business Strategy, 1(2), 69–79. https://doi.org/10.58777/mbs.v1i2.227

Bulan, G. K., & Larashati, I. (2022). Effect of Service Quality and Price on Customer Satisfaction. Jurnal Computech & Bisnis, 16(2), 189–198. https://doi.org/10.56447/jcb.v16i2.20

Pratama, and S. B. Santoso. (2018). Pengaruh Citra Merek, KualitasProduk dan Harga Terhadap Keputusan PembelianmelaluiKepercayaanKonsumen pada Produk Stuck Original. Diponegoro Journal of Management. 7(2). 139-149. https://doi.org/10.61722/jssr.v1i2.282

Destarini, F., Prambudi, B. (2020). PengaruhProduk dan Harga Terhadap Keputusan Pembelian Pada Konsumen 212 Mart Condet Batu Ampar. Jurnal Ekonomi, Bisnis & Manajemen.10(1). 58-66. https://doi.org/10.37932/j.e.v10i1.27

Dewi, Muliasari. (2019). The Effect of Product Price and Product Quality on Puconsing Decisions for Samsung Brand Handphones Among STIE AAS Surakarta Students. International Journal of Economics, Business and Accounting Research (IJEBAR). 3(4). 501-506. https://doi.org/10.29040/ijebar.v3i04.805

F.D. Tumembouw., S.L. Mandey., S. Loindong. (2019). Analisis Kualitas dan Harga Terhadap Keputusan Pembelian Mobil Toyota Agya di Manado. Jurnal EMBA. 7(1). 481-490.

Hafilah, N. E., Chaer, V. P. (2019). The Effect of Brand Ambassador, Brand Image, Product Quality, And Price on Purchase Decisions Samsung Smartphones. Marketing Science eJournal. 15 https://doi.org/10.2139/ssrn.3314080

Indrasari, Meithiana. (2019). Pemasaran dan KepuasanPelanggan. Surabaya: Unitomo Press.

Komara, E., & Fathurahman, F. (2024). Factors that Affect the Level of Customer Satisfaction and Repurchase Intention on Tokopedia. Research of Business and Management, 2(1), 1–14. https://doi.org/10.58777/rbm.v2i1.168

Kotler, P., & Keller, K. L. (2018). Marketing Manajemen Edisi 16 Global Edition.England: Pearson Education Limited.

Maghfur, R. fata, Santosa, P. W., & Zhafiraah, N. R. (2023). The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening. Marketing and Business Strategy, 1(1), 1–12. https://doi.org/10.58777/mbs.v1i1.153

Munawaroh, M., & Simon, Z. Z. (2023). The Influence of Store Atmosphere, Service Quality, Product Quality, and Price on Customer Satisfaction. Research of Business and Management, 1(1), 35–44. https://doi.org/10.58777/rbm.v1i1.21

Mustafa, F., & Santosa, P. W. (2024). Marketing Events Mediating BEV Features and Operating Costs: Impact on Purchase Intentions. Marketing and Business Strategy, 1(2), 56–68. https://doi.org/10.58777/mbs.v1i2.179

Noviana, I., & Oktavia, D. (2023). The Effect of Product Quality and Customer Perceived Value on Repurchases with Intervening Satisfaction. Marketing and Business Strategy, 1(1), 35–45. https://doi.org/10.58777/mbs.v1i1.154

Peter, J. Paul dan Jerry C. Olson. (2019). PerilakuKonsumen dan Strategi Pemasaran. Buku 1. Edisi 9: Jakarta. SalembaEmpat.

Priatni, S.B., Hutriana, T., dan Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intentiondengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen dan Perbankan. 5(3). 145-155. https://doi.org/10.35384/jemp.v5i3.165

Rahayu, S. (2022). The Effect of Brand Image and Promotion on The Purchase Decision of Tony Jack Jeans Product at DNA Store South Of Tangerang. International Journal of Science, Technology & Management, 3(1), 256- 264. https://doi.org/10.46729/ijstm.v3i1.455

Riskyady, Y. F., Sulistyowati, R. (2021). Pengaruh Media Sosial Dan Harga Terhadap Keputusan Pembelian Tiket PertandinganSepakbolaPersebaya pada Loket.com. Jurnal Pendidikan Tata Niaga (JPTN). 9(2). 1181-1187. https://doi.org/10.26740/jptn.v9n2.p1181-1187

Saharani, N. P. (2022). Penggunaan Media Sosial Dalam Perspektif Islam. Jurnal Riset Rumpun Agama dan Filsafat (JURRAFI),1(2). 116-125. https://doi.org/10.55606/jurrafi.v1i2.514

Sugiyono. (2018). Metode Penelitian Pendidikan (PendekatanKuantitatif, Kualitatif, dan R & D). Bandung: Alfabeta.

Wulandari. W. (2017). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada WaserdaUkm Mart KoperasiKaryawanWidyagama Malang. Jurnal Manajemen dan Akuntansi. 1(3).

Wursan, W., Rinandiyana, L. R., &Badriatin, T. (2021). Social media promotion effect on product purchase decisions through word-of-mouth marketing. Linguistics and Culture Review Journal, 5 (S1), 821-831. https://doi.org/10.21744/lingcure.v5nS1.1466

Zainurossalamia, Saida. (2020). Manajemen Pemasaran Teori dan Strategi. Lombok Tengah Nusa Tenggara Barat: Forum Pemuda Aswaja.