¹Markonah Markonah, ²Yohanes Ferry Cahaya, ³Kezia Adelina Pardede, ⁴Suharyanto Suharyanto

^1,2,3,4Faculty of Economics and Business, Perbanas Institute, Jakarta-Indonesia

DOI : https://doi.org/10.58806/ijsshmr.2024.v3i1n10

Google Scholar Download Pdf
ABSTRACT

This study aims to determine the effect of brand awareness, brand image, and Instagram on consumer purchasing decisions on Bittersweet by Najla products. Researchers used the sample used in this study as many as 105 respondents who came from consumers who were consumers of Bittersweet by Najla snacks. To analyze data validation, researchers used the analysis technique adopted in this study used validity test using Pearson Correlation, and reliability test using Cronchbach's Alpha, multiple linear regression, t test, and coefficient of determination. The results showed that: (1) there is a positive and significant influence between brand awareness on purchasing decisions with a significant value of 0.035 < 0.05; (2) there is an influence between brand image and purchasing decisions with a significant value of 0.006 < 0.05; (3) there is a significant influence between Instagram on purchasing decisions with a significant value of 0.000 < 0.05; and (4) the results of the test for the coefficient of determination show an adjusted R square value of 0.574 which means that as much as 57.4% of the dependent variable in purchasing decisions there are independent variables, namely brand awareness, brand image, and Instagram. While other factors 42.6% are influenced by other factors not examined.

KEYWORDS:

Ringan Brand Awareness, Brand Image, Instagram, Purchase Decision

REFERENCES

1) Aaker. 2018 Manajemen ekuitas merek, Jakarta: Mitra Utama

2) Afwan, M. T., & Santosa, S. B. (2020). Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Citra merek Sebagai Variabel Intervening (Studi pada Konsumen Mebel Madina di Kota Banjarnegara). Diponegoro Journal of Management, 9(2) (Hlm 1-10)

3) Arif Rohmadi. 2016. Tips Produktif Ber-Sosial Media, Jakarta; PT : PT ElexMedia Komputindo Kompas Gramedia.

4) Dharmmesta, Basu Swastha, Handoko, T. Hani. (2017). Manajemen Pemasaran Analisis Perilaku Kosumen, Edisi Pertama. Jakarta: BPFE.

5) Febiyan, A. (2015). Pengertian Instagram dan Keistimewaanya. Retrieved April 21, 2019, from Dumet Development website: https://www.dumetdevelopment.com/blog/pengertian-instagram-dankeistimewaannya

6) Kotler, P., & Keller, L. (2016). Marketing Management 15th edition. New Jersey: Pretince Hall

7) Kotler, Philip dan Gary Armstrong, 2014 “Prinsip-prinsip Pemasaran”, Edisi 15 Jilid 1, Erlangga, Jakarta, 2014. Kotler, Philip dan Kevin Lane Keller, “Marketing Management”, 15th Edition, Pearson Education Inc, New Jersey, 2016.

8) Kotler, Philip dan Kevin Lane Keller. (2021). Marketing Management. Jakarta: PT Indeks.

9) Malonda, D., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di It Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288-2297.

10) Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650-661.

11) Sihombing, J. (2019). Pengaruh penempatan produk dan kesadaran merek terhadap niat beli. Jurnal Manajemen dan Pemasaran Jasa, (Online), 12. (Http://dx.doi.org/10.25105/jmpj.v12i1.3702), diakses 26 April 2020.

12) Syafirah, Lisbeth Mananeke, Jopie Jorie Rotinsulu, 2017 “Pengaruh Faktorfaktor Perilaku Konsumen Terhadap Keputusan Pembelian Produk Pada Holland Bakery Manado”, Jurnal EMBA,Vol.5,No.2, Juni (2017).

13) Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31).

VOlUME 03 ISSUE 01 JANUARY 2024