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The Influence of Brand Image, Social Media Marketing and Perceived Quality on Purchasing Decisions of HMNS Perfume in Sidoarjo

Pengaruh Brand Image, Social media marketing dan Perceived quality terhadap keputusan pembelian parfume HMNS di Sidoarjo

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DOI:

https://doi.org/10.21070/ups.8862

Keywords:

Brand Image, Social Media Marketing, Perceived Quality, Keputusan Pembelian

Abstract

The purpose of this study is to determine the influence of Brand Image, Social Media Marketing, and Perceived Quality on the purchase decision of HMNS Perfume in Sidoarjo. This study uses a quantitative descriptive research approach. The population in this study consists of 96 HMNS perfume consumers in Sidoarjo. The sampling technique used is purposive sampling. The research location is in Sidoarjo. The data obtained will be analyzed using the SmartPLS 4 program. The results of the study indicate that Brand Image has a significant positive influence on purchasing decisions for HMNS perfume in Sidoarjo, Social Media Marketing has a significant positive influence on purchasing decisions for HMNS perfume in Sidoarjo, and Perceived Quality has a significant positive influence on purchasing decisions for HMNS perfume in Sidoarjo.

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