Published: 2023-07-01

Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian melalui Brand Image pada Point Coffee Bandung

DOI: 10.35870/emt.v7i3.945

Valencia Sahanaya, Putu Nina Madiawati
  • Valencia Sahanaya: Universitas Telkom ,
  • Putu Nina Madiawati: Universitas Telkom ,
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Abstract

Technological developments cannot be separated from the influence of the internet which has now integrated into people's daily lives, many companies are utilizing technology, especially social media in their main business strategy to reach a larger target audience in marketing their products. The purpose of this research was to determine the influence of Social Media Marketing and Electronic Word of Mouth on Purchase Decisions through Brand Image at Point Coffee Bandung. The method used is a quantitative method with descriptive analysis and Structural Equation Modeling (SEM) analysis method through SmartPLS 3.0 software. The results obtained in this study are that Social Media Marketing variables affect Purchase Decisions, Electronic Word of Mouth influences Purchase Decisions, Social Media Marketing variables affect Brand Image, Electronic Word of influences Brand Image, Social Media variables affect Purchase Decisions through Brand Image, Electronic Word of effect on Purchasing Decisions through Brand Image.

Keywords

Social Media Marketing; Electronic Word of Mouth; Brand Image; Purchase Decision; Point Coffee Bandung

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How to Cite

Sahanaya, V., & Madiawati, P. N. (2023). Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian melalui Brand Image pada Point Coffee Bandung. Jurnal EMT KITA, 7(3), 581-590. https://doi.org/10.35870/emt.v7i3.945
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. 7 No. 3 (2023)

  • Section: Articles

  • Published: 2023-07-01

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Author Biographies
Valencia Sahanaya, Universitas Telkom,
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Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kabupaten Bandung, Provinsi Jawa Barat, Indonesia

Putu Nina Madiawati, Universitas Telkom,
Google Scholar ResearchGate ORCID

Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kabupaten Bandung, Provinsi Jawa Barat, Indonesia

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