Pengaruh Brand Image dan Social Media Marketing Terhadap Keputusan Pembelian (Merek Pakaian) pada UMKM Messed Club di Blitar
DOI:
https://doi.org/10.62710/bzgpqf85Keywords:
Brand Image; Social Media Marketing; purchasing decisionsAbstract
The high level of competition in the MSME clothing market in Blitar has prompted many brands to try to increase their appeal to customers. Messed Club, as one of the local clothing brands, needs to have an effective marketing strategy to increase customer purchasing decisions. This study aims to analyse the influence of brand image and social media marketing on purchasing decisions for Messed Club products in Blitar. This study employs a quantitative approach with independent variables of Brand Image and Social Media Marketing, and a dependent variable of purchasing decisions. Data was collected through a questionnaire distributed to 115 respondents who are customers of Messed Club products. Sampling was conducted using non-probability sampling and purposive sampling techniques. Data analysis involved multiple linear regression and hypothesis testing using SPSS software. The results of partial hypothesis testing indicate that the Brand Image variable and the Social Media Marketing variable have a significant effect on Purchase Decisions. Simultaneous hypothesis testing shows that Brand Image and Social Media Marketing have a significant effect on Purchase Decisions. It is concluded that Messed Club can strengthen its Brand Image through active interaction with customers on social media, particularly Instagram. Additionally, interactive Social Media Marketing strategies help increase engagement and expand business networks, ultimately driving more customer purchase decisions. Further research is recommended to expand the scope of the study area for generalising the research results, adding other variables such as product quality or price to gain a more comprehensive understanding of the factors influencing customers' Purchase Decisions for local fashion products.
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