KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA

Authors

  • Enggar Arifina Fakultas Ekonomi, Universitas Islam Batik Surakarta, Indonesia
  • Sudarwati Sudarwati Fakultas Ekonomi, Universitas Islam Batik Surakarta, Indonesia
  • Ratna Damayanti Fakultas Ekonomi, Universitas Islam Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v5i1.1953

Abstract

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.

References

Antony. Mayfield. 2008. What Is Sosial Media.ICrossing

Arikunto, S. (2010). Prosedur Penelitian : Suatu Pendekatan Praktis. Jakarta: Rineka Cipta.

Bilson, Simamora. 2011. Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama

Dinata, Jovita S dkk. 2015. Country Of Origin dan pengaruhnya terhadap persepsi kualitas dan minat beli (survey pada calon konsumen yang berminat membeli ipad di Indonesia). Jurnal Administrasi Bisnis, Vol. 25 (1).

Hasan, A. (2014). Marketing dan Kasus-Kasus Pilihan, Yogyakarta: CAPS (Center for Academic Publishing Service).

Jerry C. Olson dan Peter J. Paul. 2014. Perilaku konsumen dan strategi pemasaran. Edisi Sembilan. Buku 2.penerbit salemba empat.jakarta.

Kotler, Philip, & Amstrong, G. (2017). Prinsip-Prinsip Pemasaran. Jilid I. Edisi Kedelapan. Jakarta: Erlangga.

Kotler, Philip, & Armstrong, G. (2012). Principle of marketing. Upper Saddle River. New Jearsey: Pearson Prentice all.

Kotler, Philip, & Keller, K. L. (2012 ). Marketing Management, 14th edition. New Jearsey: Presentice Hall.

Nasrullah, Rulli. (2015). Media Sosial Perspektif Komunikasi, Budaya dan Sosioteknologi. Bandung: Simbiosa Rekatama Media

Schiffman, l.G. dan Kanuk, Leslie L. 2013. Consumer Behavior. 8th edition. New Jersey: Prentice Hall.

Sumarwan, Ujang. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia

Downloads

Published

2021-02-27

How to Cite

Arifina, E., Sudarwati, S., & Damayanti, R. (2021). KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 5(1), 96–102. https://doi.org/10.29040/jie.v5i1.1953

Issue

Vol. 5 No. 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021

Section

Articles

Citation Check

Most read articles by the same author(s)

<< < 1 2 3 4 5 6