PENGARUH BRAND IMAGE, PROMOSI MEDIA SOSIAL, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI XES SHOES INDONESIA

Abstract

Purchasing decisions are used as an important component when keeping consumers from
switching. Purchasing decisions are consumer responses to differences in the level of
needs and real results that are enjoyed after consuming a product/service. Purchasing
decisions have several factors that can influence them, including brand image, social
media promotions, and digital marketing. This study aims to analyze the effect of brand
image, social media promotion, and digital marketing simultaneously on purchasing
decisions at XES Shoes Indonesia. The design of this study uses research design and
quantitative research methods. The data collection technique was by distributing
questionnaires to 222 respondents, namely consumers who made purchases at XES
Shoes Indonesia for the July-December 2022 period. The results of this study indicate that
brand image, social media promotion, and digital marketing partially and simultaneously
have a significant effect on purchasing decisions. The results of the test for the coefficient
of determination show that brand image, social media promotion, and digital marketing
partially and simultaneously have a significant effect on purchasing decisions by 43.2
percent, while the rest are influenced by other variables not examined in this study.