The Influence of Social Media Marketing, Brand Image, Brand Ambassador, and Product Quality on Purchasing Decisions for Somethinc Products (Study on the Community in Purwokerto)

Alifia Diva Nur Sabrina; Luthfi Zamakhsyari; Tri Septin Muji Rahayu; Fatmah Bagis

doi:10.55927/jambak.v4i2.255

Authors

Alifia Diva Nur Sabrina Universitas Muhammadiyah Purwokerto
Luthfi Zamakhsyari Universitas Muhammadiyah Purwokerto
Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Fatmah Bagis Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/jambak.v4i2.255

Keywords:

Social Media Marketing, Brand Image, Brand Ambassador, Product Quality, Purchase Decision

Abstract

This study aims to quantitatively examine the influence of social media marketing, brand image, brand ambassador, and product quality on purchasing decisions for Somethinc products in Purwokerto. The population in this study is the community in Purwokerto. The four main variables were tested using data from 185 respondents selected through purposive sampling and non-probability sampling, all of whom were Somethinc consumers who had purchased at least once and were residents of Purwokerto. Data was collected through a Google Form questionnaire and analyzed using SmartPLS version 3.0. The research findings indicate that all variables social media marketing, brand image, brand ambassador, and product quality positively influence purchasing decisions. These findings underscore the importance of digital marketing strategies, brand image, the role of brand ambassadors, and product quality in strengthening the competitiveness of local brands in the competitive beauty market.

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