The Influence of Social Media, Brand Perception and Buyer Satisfaction on Purchasing Decisions for Ethnic Tuta Bags
Keywords:
Social Media, Brand Perception, Buyer Satisfaction, Buying Decision
Abstract
This study aims to determine and analyze the influence of social media, brand perception, and buyer satisfaction on purchasing decisions of ethnic tuta bags in the Soppeng Regency. The population in this study is the people of Soppeng Regency who use Ethnic Tuta Bags totaling 90 people. The sampling method used in this study is the census method in which all members of the population are sampled. This study used primary data collected by distributing questionnaires to all respondents. The data collected will be analyzed through four stages of testing. The first stage is to perform descriptive statistical tests. The second stage is the research instrument test which consists of (a validity test and reliability test). The third stage is the classical assumption test consisting of (normality, multicollinearity, heteroscedasticity test). The fourth stage is to test all hypotheses proposed in this study and will be proven through the coefficient of determination test, partial test (t-test), and simultaneous test (f test). The results of this study both partially and simultaneously indicate that Social Media, Brand Perception, and Purchase Satisfaction have a positive and significant influence on the Purchase Decision of Ethnic Tuta Bags in the Soppeng Regency.
Downloads
Download data is not yet available.
References
Angga, N. (2019). Faktor Faktor Yang Mempengaruhi Kepuasan Pelanggan (Studi Kasus Pada Savana Laundry Utan Kayu Jakarta Timur). Sekolah Tinggi Ilmu Ekonomi Indonesia (Stei) Jakarta. Http://Repository.Stei.Ac.Id/Id/Eprint/6180
Annisa, T. (2021). Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Konsumen Hotel Mercure Bandung City Centre. http://epub.imandiri.id/repository/docs/journal/Skripsi%20Final%20[Thia%20Annissa%20-%20381862010].pdf
Fahmi, I., & Mahdi, S. (2016). Perilaku Konsumen: Teori Dan Aplikasi.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180. Https://Doi.Org/Http://Dx.Doi.Org/10.30596%2fmaneggio.V3i2.5290
Hall, M. G., Lazard, A. J., Grummon, A. H., Mendel, J. R., & Taillie, L. S. (2020). The Impact Of Front-Of-Package Claims, Fruit Images, And Health Warnings On Consumers’ Perceptions Of Sugar-Sweetened Fruit Drinks: Three Randomized Experiments. Preventive Medicine, 132, 105998. Https://Doi.Org/Https://Doi.Org/10.1016/J.Ypmed.2020.105998
Haryono, B. (2019). How To Win Customer Through Customer Service With Heart.
Hidayat, R. (2015). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Lampu Philips (Studi Kasus Pada Mahasiswa Telkom University). Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 305–310. Https://Doi.Org/Https://Doi.Org/10.31294/Jeco.V3i1.57
Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. Http://Repository.Petra.Ac.Id/Id/Eprint/18687
Iriawan, H. (2021). Manajemen Merek & Kepuasan Pelanggan. Penerbit Nem.
Jashari, F., & Rrustemi, V. (2017). The Impact Of Social Media On Consumer Behavior–Case Study Kosovo. Journal Of Knowledge Management, Economics And Information Technology, 7(1), 1–21. Https://Www.Academia.Edu/Download/55819360/Mine.Pdf
Kaharu, D., & Budiarti, A. (2016). Pengaruh Gaya Hidup, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Cosmic. Jurnal Ilmu Dan Riset Manajemen (Jirm), 5(3). Http://Jurnalmahasiswa.Stiesia.Ac.Id/Index.Php/Jirm/Article/Download/572/581
Khatib, F. (2016). The Impact Of Social Media Characteristics On Purchase Decision Empirical Study Of Saudi Customers In Aseer Region. International Journal Of Business And Social Science, 7(4), 41–50. Http://Ejournal.Uika-Bogor.Ac.Id/Index.Php/Manajemen/Article/View/3985
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition (Global). Harlow: Pearson Education Limited.
Mani, J. (2017). Pengaruh Persepsi Merek Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Kasus Pada Pt. Bisma Narendra Di Jakarta). Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 1(2), 187–206. Https://Doi.Org/Https://Doi.Org/10.33753/Mandiri.V1i2.18
Manorek, S. L. (2016). The Influence Of Brand Image, Advertising, Perceived Price Toward Consumer Purchase Intention (Case Study: Samsung Smartphone). Jurnal Berkala Ilmiah Efisiensi, 16(1). Https://Ejournal.Unsrat.Ac.Id/Index.Php/Jbie/Article/View/11480
Nuromavita, I., & Soliha, E. (2016). Pengaruh Ketidakpuasan Konsumen, Citra Merek Dan Persepsi Harga Terhadap Perpindahan Merek Sepeda Motor Yamaha Ke Honda. Https://Www.Unisbank.Ac.Id/Ojs/Index.Php/Sendi_U/Article/View/4256/1262
Rahmat, A. (2017). Pengaruh Gaya Hidup Dan Citra Merek Terhadap Pengambilan Keputusan Pelanggan. Jurnal Manajemen, 21(3), 350–362. Https://Doi.Org/Https://Doi.Org/10.24912/Jm.V21i3.256
Raj, M. P. M., & Roy, S. (2015). Impact Of Brand Image On Consumer Decision-Making: A Study On High-Technology Products. Global Business Review, 16(3), 463–477. Https://Doi.Org/Https://Doi.Org/10.1177%2f0972150915569934
Rulli, N. (2017). Media Sosial Perspektif Komunikasi, Budaya, Dan Sosioteknologi. Bandung: Simbiosa Rekatama.
Sangadji, E. M. (2013). Perilaku Konsumen; Pendekatan Praktis Disertai Himpunan Jurnal Penelitian.
Sari, F. P., & Yuniati, T. (2016). Pengaruh Harga Citra Merek Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen. Jurnal Ilmu Dan Riset Manajemen (Jirm), 5(6). Http://Jurnalmahasiswa.Stiesia.Ac.Id/Index.Php/Jirm/Article/Download/746/756
Sista, O. (2017). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Tiket Pesawat Di Pt. Arwana Internusa Tour Pontianak. Jurnal Manajemen Motivasi, 12(1), 626–632. Https://Doi.Org/Http://Dx.Doi.Org/10.29406/Jmm.V12i1.432
Sopiah & Sangadji, E. M. (2016). Salesmanship (Kepenjualan). Cetakan Pertama. Jakarta: Bumi Aksara.
Sugiyono, P. D. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, Dan R&D. Penerbit Cv. Alfabeta: Bandung, 225.
Sunjoyo, R. S., Carolina, V., Magdalena, N., & Kurniawan, A. (2013). Aplikasi Spss Untuk Smart Riset. Alfabeta. Bandung.
Susanti, F., & Gunawan, A. C. (2019). Pengaruh Bauran Promosi Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline Di Kota Padang. Https://Doi.Org/Https://Doi.Org/10.31227/Osf.Io/Npjqh
Todar, M. P., Tumbel, A. L., & Jorie, R. J. (2020). Pengaruh Persepsi Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Galon Merek Aqua. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(3). Https://Doi.Org/Https://Doi.Org/10.35794/Emba.V8i3.29546
Valentina, L. M. (2020). Pengaruh Manfaat Merek Hijau Dan Citra Merek Hijau Terhadap Loyalitas Merek Hijau (Studi Pada Konsumen “Love Beauty And Planet” Di Seluruh Indonesia). Universitas Atma Jaya Yogyakarta. Http://E-Journal.Uajy.Ac.Id/22961/
Wiridjati, W., & Roesman, R. R. (2018). Fenomena Penggunaan Media Sosial Dan Pengaruh Teman Sebaya Pada Generasi Milenial Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Pemasaran Jasa, 11(2), 275–290. Http://Www.Trijurnal.Lemlit.Trisakti.Ac.Id/Jasa/Article/View/2950
Wisudawati, R., Widiastuti, W., & Yudisiani, Y. (2014). Pengaruh Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Tas Hermes Tiruan Pada Wanita Karir. Universitas Bengkulu. Http://Repository.Unib.Ac.Id/Id/Eprint/9201
Annisa, T. (2021). Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Konsumen Hotel Mercure Bandung City Centre. http://epub.imandiri.id/repository/docs/journal/Skripsi%20Final%20[Thia%20Annissa%20-%20381862010].pdf
Fahmi, I., & Mahdi, S. (2016). Perilaku Konsumen: Teori Dan Aplikasi.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180. Https://Doi.Org/Http://Dx.Doi.Org/10.30596%2fmaneggio.V3i2.5290
Hall, M. G., Lazard, A. J., Grummon, A. H., Mendel, J. R., & Taillie, L. S. (2020). The Impact Of Front-Of-Package Claims, Fruit Images, And Health Warnings On Consumers’ Perceptions Of Sugar-Sweetened Fruit Drinks: Three Randomized Experiments. Preventive Medicine, 132, 105998. Https://Doi.Org/Https://Doi.Org/10.1016/J.Ypmed.2020.105998
Haryono, B. (2019). How To Win Customer Through Customer Service With Heart.
Hidayat, R. (2015). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Lampu Philips (Studi Kasus Pada Mahasiswa Telkom University). Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 305–310. Https://Doi.Org/Https://Doi.Org/10.31294/Jeco.V3i1.57
Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. Http://Repository.Petra.Ac.Id/Id/Eprint/18687
Iriawan, H. (2021). Manajemen Merek & Kepuasan Pelanggan. Penerbit Nem.
Jashari, F., & Rrustemi, V. (2017). The Impact Of Social Media On Consumer Behavior–Case Study Kosovo. Journal Of Knowledge Management, Economics And Information Technology, 7(1), 1–21. Https://Www.Academia.Edu/Download/55819360/Mine.Pdf
Kaharu, D., & Budiarti, A. (2016). Pengaruh Gaya Hidup, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Cosmic. Jurnal Ilmu Dan Riset Manajemen (Jirm), 5(3). Http://Jurnalmahasiswa.Stiesia.Ac.Id/Index.Php/Jirm/Article/Download/572/581
Khatib, F. (2016). The Impact Of Social Media Characteristics On Purchase Decision Empirical Study Of Saudi Customers In Aseer Region. International Journal Of Business And Social Science, 7(4), 41–50. Http://Ejournal.Uika-Bogor.Ac.Id/Index.Php/Manajemen/Article/View/3985
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition (Global). Harlow: Pearson Education Limited.
Mani, J. (2017). Pengaruh Persepsi Merek Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Kasus Pada Pt. Bisma Narendra Di Jakarta). Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 1(2), 187–206. Https://Doi.Org/Https://Doi.Org/10.33753/Mandiri.V1i2.18
Manorek, S. L. (2016). The Influence Of Brand Image, Advertising, Perceived Price Toward Consumer Purchase Intention (Case Study: Samsung Smartphone). Jurnal Berkala Ilmiah Efisiensi, 16(1). Https://Ejournal.Unsrat.Ac.Id/Index.Php/Jbie/Article/View/11480
Nuromavita, I., & Soliha, E. (2016). Pengaruh Ketidakpuasan Konsumen, Citra Merek Dan Persepsi Harga Terhadap Perpindahan Merek Sepeda Motor Yamaha Ke Honda. Https://Www.Unisbank.Ac.Id/Ojs/Index.Php/Sendi_U/Article/View/4256/1262
Rahmat, A. (2017). Pengaruh Gaya Hidup Dan Citra Merek Terhadap Pengambilan Keputusan Pelanggan. Jurnal Manajemen, 21(3), 350–362. Https://Doi.Org/Https://Doi.Org/10.24912/Jm.V21i3.256
Raj, M. P. M., & Roy, S. (2015). Impact Of Brand Image On Consumer Decision-Making: A Study On High-Technology Products. Global Business Review, 16(3), 463–477. Https://Doi.Org/Https://Doi.Org/10.1177%2f0972150915569934
Rulli, N. (2017). Media Sosial Perspektif Komunikasi, Budaya, Dan Sosioteknologi. Bandung: Simbiosa Rekatama.
Sangadji, E. M. (2013). Perilaku Konsumen; Pendekatan Praktis Disertai Himpunan Jurnal Penelitian.
Sari, F. P., & Yuniati, T. (2016). Pengaruh Harga Citra Merek Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen. Jurnal Ilmu Dan Riset Manajemen (Jirm), 5(6). Http://Jurnalmahasiswa.Stiesia.Ac.Id/Index.Php/Jirm/Article/Download/746/756
Sista, O. (2017). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Tiket Pesawat Di Pt. Arwana Internusa Tour Pontianak. Jurnal Manajemen Motivasi, 12(1), 626–632. Https://Doi.Org/Http://Dx.Doi.Org/10.29406/Jmm.V12i1.432
Sopiah & Sangadji, E. M. (2016). Salesmanship (Kepenjualan). Cetakan Pertama. Jakarta: Bumi Aksara.
Sugiyono, P. D. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, Dan R&D. Penerbit Cv. Alfabeta: Bandung, 225.
Sunjoyo, R. S., Carolina, V., Magdalena, N., & Kurniawan, A. (2013). Aplikasi Spss Untuk Smart Riset. Alfabeta. Bandung.
Susanti, F., & Gunawan, A. C. (2019). Pengaruh Bauran Promosi Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline Di Kota Padang. Https://Doi.Org/Https://Doi.Org/10.31227/Osf.Io/Npjqh
Todar, M. P., Tumbel, A. L., & Jorie, R. J. (2020). Pengaruh Persepsi Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Galon Merek Aqua. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(3). Https://Doi.Org/Https://Doi.Org/10.35794/Emba.V8i3.29546
Valentina, L. M. (2020). Pengaruh Manfaat Merek Hijau Dan Citra Merek Hijau Terhadap Loyalitas Merek Hijau (Studi Pada Konsumen “Love Beauty And Planet” Di Seluruh Indonesia). Universitas Atma Jaya Yogyakarta. Http://E-Journal.Uajy.Ac.Id/22961/
Wiridjati, W., & Roesman, R. R. (2018). Fenomena Penggunaan Media Sosial Dan Pengaruh Teman Sebaya Pada Generasi Milenial Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Pemasaran Jasa, 11(2), 275–290. Http://Www.Trijurnal.Lemlit.Trisakti.Ac.Id/Jasa/Article/View/2950
Wisudawati, R., Widiastuti, W., & Yudisiani, Y. (2014). Pengaruh Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Tas Hermes Tiruan Pada Wanita Karir. Universitas Bengkulu. Http://Repository.Unib.Ac.Id/Id/Eprint/9201
Published
2022-05-01
How to Cite
Dirwan, D., Mapparenta, M., & Arif, M. (2022). The Influence of Social Media, Brand Perception and Buyer Satisfaction on Purchasing Decisions for Ethnic Tuta Bags. Point of View Research Management, 3(2), 147 - 160. Retrieved from https://journal.accountingpointofview.id/index.php/POVREMA/article/view/201
Issue
Section
Articles
Copyright (c) 2022 Point of View Research Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
