PENGARUH BRAND IMAGE, PRICE DAN SOCIAL MEDIA MARKETING, TERHADAP PURCHASE DECISION PADA PRODUK SEPATU LOKAL DI KOTA BENGKULU

M Fikri Rizqi Ramadhan; M Yasser Iqbal Daulay

doi:10.31955/mea.v8i1.3857

M Fikri Rizqi Ramadhan Universitas Bengkulu, Indonesia
M Yasser Iqbal Daulay Universitas Bengkulu, Indonesia

DOI: https://doi.org/10.31955/mea.v8i1.3857

Abstract

Indonesia merupakan salah satu dari empat negara produsen sepatu terbesar di dunia. Di sisi lain, merek sepatu luar negeri yang terkenal juga banyak di Indonesia. Ventela merupakan salah satu brand sepatu lokal ternama di Indonesia. Konsumen lokal mempunyai 4.444 preferensi mengenai negara asal produsen sepatu. Penduduk setempat lebih suka membeli sepatu bermerek lokal jika mereka memiliki selera yang berorientasi etnis dan menyukai merek lokal. Oleh karena itu, penelitian ini bertujuan untuk mengetahui "Pengaruh brand image, price, dan social media marketing, terhadap purchase decision pada produk sepatu lokal di kota bengkulu". Penelitian dilakukan dengan menggunakan kuesioner online, dan dikumpulkan 220 masyarakat kota Bengkulu. Penelitian ini menggunakan SmartPLS untuk menguji validitas, reaibilitas dan uji Hipotesis. Hasil penelitian ini menunjukan bahwa brand image, price, dan social media marketing berpengaruh terhadap purchase decision

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