DOI of the published article https://doi.org/10.24905/permana.v17i3.1286
The Role of Social Media Marketing and Brand Image in Forming Purchasing Decisions: Effect of Purchasing Motivation as a Mediating Variable on Consumers of Wardah Sunscreen Products
Peran Social Media Marketing dan Brand Image dalam Membentuk Keputusan Pembelian: Efek Motivasi Pembelian sebagai Variabel Mediasi pada Konsumen Produk Sunscreen Wardah
DOI:
https://doi.org/10.21070/ups.9778Keywords:
Social Media Marketing, Brand Image, Purchase Decision, Purchase MotivationAbstract
This study analyzes the influence of Social Media Marketing and Brand Image on purchasing decisions for Wardah sunscreen, with Purchase Motivation as a mediating variable. Using a descriptive quantitative approach, data were collected from 112 Wardah sunscreen users through questionnaires and analyzed using SEM-PLS with SmartPLS 3.0. The results show that Social Media Marketing and Brand Image have a positive and significant influence on Purchase Motivation and purchasing decisions.
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