Impact Of Brand Image, Social Media Marketing, And Service Quality Toward Purchase Decision (Study on Coffeehouse Company: Starbucks)

Authors

  • Muhammad Bayu Wiranoto

Abstract

This research aimed to determine the impact of the Brand Image, Social Media Marketing, and Service Quality toward Purchase Decisions on Starbucks Coffeehouse Company research at Duta Mall Banjarmasin. This research used a sample of 100 respondents in which the survey was conducted through an online and paper questionnaire. The sample of this research consisted of respondents at least 17 years old and the respondents have been Starbucks consumers at Duta Mall Banjarmasin in the last one year period. Multiple Linear Regression and hypothesis testing using t-test and f-test were employed to analyze the data, which was then processed through SPSS software. From the results of testing three hypotheses, it can be concluded that the Brand Image, Social Media Marketing, and Service Marketing have positive and significant influence on Purchase Decision on Starbucks Coffeehouse Company at Duta Mall Banjarmasin.

Keywords: Brand Image, Social Media Marketing, Service Quality, Purchase Quality.

Downloads

Published

2021-11-24

Issue

Vol. 10 No. 1

Section

S1 MANAJEMEN (Internasional)

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).