Pengaruh media sosial terhadap keputusan pembelian yang dimediasi oleh citra merek
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Abstract
Technological developments that occur at this time are growing rapidly, one of which we
can feel is the media of communication. This development is also supported by the
emergence of online-based applications such as social media that help provide useful
information for its users. This of course also affects the world of marketing directly. This
study aims to determine the effect of social media on purchasing decisions mediated by
brand image (a case study of undergraduate students at Krida Wacana Christian
University in 2018, 2019, 2020 & 2021). The population in this study were active students
of UKRIDA Class of 2018, 2019, 2020, and 2020 with a total of 2546 students. The number
of samples taken as many as 94 people using simple random sampling technique. The
results of this analysis explain that all indicators in this study are valid and reliable. This
study uses a Structural Equation Modeling (SEM) approach based on Partial Least Square
(PLS) using SmartPLS 3.3 software. This study found that social media had a significant
effect of 31.5% on brand image, as well as social media on purchasing decisions only
45.8% which can be explained in this study, meaning that there are about 68.5% of brand
image variables and 54. ,2% of the purchasing decision variables that can be explained
from other variables outside the study
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