Analysis Of The Use Of Social Media And Brand Image In Influencing Purchasing Decisions: The Role Of Consumer Review Intervention
DOI:
https://doi.org/10.37385/msej.v4i6.3957Keywords:
Use of Social Media, Brand Image, Purchasing Decisions, Consumer Review InterventionAbstract
This study examines the intricate dynamics of the Use of Social Media (USM), Brand Image (BI), Consumer Reviews (CR), and Purchasing Decisions (PD) within the context of PT Silga Perkasa. Through a path analysis, we investigate both direct and indirect effects to understand the relationships between these variables. The results indicate a significant positive relationship between social media usage and consumer reviews, with subsequent impacts on purchasing decisions. Additionally, a direct and significant link is observed between brand image and purchasing decisions. However, the mediation role of consumer reviews between brand image and purchasing decisions is found to be non-significant in this specific setting. These findings provide valuable insights for businesses, emphasizing the strategic importance of leveraging social media for positive consumer reviews and the direct influence of a positive brand image on purchasing decisions.
References
Alim, M. A., Tan, K. L., Jee, T. W., Voon, B. H., Hossain, M. J., & Mia, M. U. (2022). To explain and to predict: analysis of opportunity recognition on the relationship between personal factors, environmental factors and entrepreneurs’ performance. Asia-Pacific Journal of Business Administration, June. https://doi.org/10.1108/APJBA-09-2021-0475
Amir Zaib Abbasi, Rodoula H. Tsiotsou, Khalil Hussain, Raouf Ahmad Rather, and D. H. T. (2023). Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach To. Journal of Retailing and Consumer Services, 1–14. https://www.ncbi.nlm.nih.gov/books/NBK558907/
Azzaakiyyah, H. K. (2023). The Impact of Social Media Use on Social Interaction in Contemporary Society. Technology and Society Perspectives (TACIT), 1(1), 1–9. https://doi.org/10.61100/tacit.v1i1.33
Brunner, M., Rietdijk, R., Avramovic, P., Power, E., Miao, M., Rushworth, N., Maclean, L., Brookes, A. M., & Togher, L. (2023). Developing Social-ABI-lity: An Online Course to Support Safe Use of Social Media for Connection After Acquired Brain Injury. American Journal of Speech-Language Pathology, 32(2s), 924–940. https://doi.org/10.1044/2022_AJSLP-22-00099
Edyansyah, T., Ahyar, J., Ilham, R. N., Chalirafi, C., & Ikramuddin, I. (2022). the Influence of Segmenting, Targeting and Positioning Strategies on Purchase Decisions At Zhalsa.Id Stores in Lhoksukon City. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1253–1262. https://doi.org/10.31955/mea.v6i3.2540
Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Fernando, Bintoro, B. P. K., Lutfiani, N., Haryanto, & Julianingsih, D. (2022). Analysis of the Effect of Service Quality on Company Reputation on Purchase Decisions for Professional Recruitment Services. APTISI Transactions on Management (ATM), 7(1), 35–41. https://doi.org/10.33050/atm.v7i1.1736
Kasmad, K. (2022). Analysis of Purchase Decision Estimates Based on Store Atmosphere and Affordable Prices. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 27–34. https://doi.org/10.37481/jmeb.v2i1.246
Mahaputra, M. R., & Saputra, F. (2022). Determination of public purchasing power and brand image of cooking oil scarcity and price increases of essential commodities. International Journal of Advanced Multidisciplinary , 1(1), 36–46. https://creativecommons.org/licenses/by/4.0/
Nafira, S., & Supriyanto, A. (2022). Keputusan Pembelian ditinjau dari Electronic Word of Mouth, Impulse Buying, Brand Image dan Label Halal Produk MS Glow pada Generasi Millennial dan iGeneration. Jurnal BANSI - Jurnal Bisnis Manajemen Akutansi, 2(1), 21–30. https://doi.org/10.58794/bns.v2i1.97
Nasib, N., Azhmy, M. F., Nabella, S. D., Rusiadi, R., & Fadli, A. (2022). Survive Amidst the Competition of Private Universities by Maximizing Brand Image and Interest in Studying. AL-ISHLAH: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision. Journal of Economics, Business, & Accountancy Ventura, 25(3), 273. https://doi.org/10.14414/jebav.v25i3.3093
Pradana, A. F. P., Hasan, S., Putra, A. H. P. K., & Kalla, R. (2021). Moderating of SERVQUAL on E-WOM, Product Quality, and Brand Image on and E-commerce Purchase Intention. Golden Ratio of Mapping Idea and Literature Format, 2(1), 36–51. https://doi.org/10.52970/grmilf.v2i1.135
Purwanto, A. (2019). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34–41.
Ridwan, M. (2022). Purchasing Decision Analysis in Modern Retail. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 1–9. https://doi.org/10.37481/jmeb.v2i1.243
Saputra, F., & M Ridho Mahaputra. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). Journal of Law, Politic and Humanities, 2(2), 66–75. https://doi.org/10.38035/jlph.v2i2.76
Zuliawaty Rajasa, E., Manap, A., Doddy Heka Ardana, P., Yusuf, M., Pelita Bangsa, U., Jayabaya, U., Ngurah Rai, U., Bandung, S., & Negeri Medan, P. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Template
