Published: 2024-04-10

Pengaruh Social Media Marketing, Harga dan Brand Image Terhadap Minat Beli

DOI: 10.35870/emt.v8i2.2324

Dian Rachmawati Afandi, Dwi Wahyono, Widyastuti, Aat Ruchiat Nugraha, Yulia Novita
  • Dian Rachmawati Afandi: Universitas Pelita Bangsa ROR
  • Dwi Wahyono: Universitas Abdul Azis Lamadjido Palu
  • Widyastuti: Universitas Tama Jagakarsa ROR
  • Aat Ruchiat Nugraha: Padjadjaran University ROR
  • Yulia Novita: Universitas Islam Sultan Syarif Kasim Riau
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Abstract

The development of modernization is always changing, especially the culinary business has created intense competition to attract buying interest from consumers. This research aims to determine the influence of social media marketing, price and brand image on interest in buying. The sample obtained consisted of 100 respondents. The method used is quantitative by obtaining data from questionnaires via google from. This research uses a multiple linear regression analysis model to analyze the data. The respective research results show that social media marketing has a positive and significant partial influence on interest in buying. Price partially has a significant negative influence on interest in buying. Brand image has a positive and significant partial influence on interest in buying. The results of social media marketing, price and brand image simultaneously have a positive and significant effect on interest in buying. The results of the R Square value are empirically proven to be 67.7% by the variables in this research.

Keywords

Interest in Buying; Social Media Marketing; Price; Brand Image

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How to Cite

Afandi, D. R., Wahyono, D., Widyastuti, Nugraha, A. R., & Novita, Y. (2024). Pengaruh Social Media Marketing, Harga dan Brand Image Terhadap Minat Beli. Jurnal EMT KITA, 8(2), 650-658. https://doi.org/10.35870/emt.v8i2.2324
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 2 (2024)

  • Section: Articles

  • Published: 2024-04-10

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Author Biographies
Dian Rachmawati Afandi, Universitas Pelita Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Kabupaten Bekasi, Provinsi Jawa Barat, Indonesia

Dwi Wahyono, , Universitas Abdul Azis Lamadjido Palu
Google Scholar ResearchGate ORCID

Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Abdul Azis Lamadjido Palu, Provinsi Sulawesi Tengah, Indonesia

Widyastuti, Universitas Tama Jagakarsa
Google Scholar ResearchGate ORCID

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Tama Jagakarsa, Kabupaten Jakarta Selatan, Provinsi DKI Jakarta, Indonesia

Aat Ruchiat Nugraha, Padjadjaran University
Google Scholar ResearchGate ORCID

Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

Yulia Novita, , Universitas Islam Sultan Syarif Kasim Riau
Google Scholar ResearchGate ORCID

Program Studi Pendidikan Geografi, Fakultas Tarbiyah dan Keguruan, Universitas Islam Sultan Syarif Kasim Riau, Provinsi Riau, Indonesia

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