The Influence of Brand Image, Social Media Marketing, and E-Service Quality on Purchasing Decisions for MSME Products “Batika”

Anindya Satyanugraha; Titik Desi Harsoyo

doi:10.55927/fjas.v4i4.103

Authors

Anindya Satyanugraha Universitas Mercu Buana Yogyakarta
Titik Desi Harsoyo Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/fjas.v4i4.103

Keywords:

Brand Image, Social Media Marketing, E-Service Quality, Purchase Decision

Abstract

This study seeks to examine how brand image, social media marketing, and electronic service quality influence purchasing decisions for Batika MSME products. The sample of this study consisted of 100 people who had purchased Batika products in the past year. Data was collected through a survey using a questionnaire. The instrument test results show that the data used in this study are valid and reliable. Furthermore, the classical assumption test confirms that the data follows a normal distribution, and the regression model used has no problems related to multicollinearity and heteroscedasticity. The results of the study prove that: (1) Brand image has a positive and significant effect on purchasing decisions, (2) Social media marketing has a positive and significant effect on purchasing decisions, and (3) E-service quality has a positive and significant effect on purchasing decisions.

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