The Influence of Social Media Marketing and Brand Image on Brand Loyalty and its Impact on Consumer Purchase Decision with Store Atmosphere as A Moderation Variable (Case Study of XYZ Mall)
DOI:
https://doi.org/10.21512/becossjournal.v6i1.11018Keywords:
Social Media Marketing, Brand Image, Brand Loyalty, Store Atmosphere, Consumer Purchase DecisionAbstract
This research aims to obtain the results of the influence of Social Media Marketing, Brand Image, on Brand Loyalty and Consumer Purchase Decision with Store Atmosphere as a moderating variable. In this research, data was obtained by distributing questionnaires. The analytical method used in this research is SEM-PLS using SmartPLS 4 media. The research results show that Social Media Marketing has a significant effect on Brand Loyalty, Social Media Marketing has no significant effect on Consumer Purchase Decision, Brand Image has an effect significant effect on Brand Loyalty, Brand Image has no significant effect on Consumer Purchase Decision, Brand Image with Store Atmosphere as a moderating variable has no significant effect on Consumer Purchase Decision, Brand Loyalty has a significant effect on Consumer Purchase Decision.
Plum Analytics
References
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight , 2 (2), 5-10.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. Jurnal Ilmiah Bidang Akuntansi Dan Manajemen , 17 (2), 156-168.
Arman, & Shabbir, S. A. (2020). Impact of service quality and brand image on brand loyalty: The mediating role of customer satisfaction. Eurasian Journal of Social Sciences , 8 (2), 75-84.
Bastian, D., & Saputra, R. F. (2022). Analisa Faktor-Faktor Penggunaan E-Wallet Pada Actual Use Of E-Wallet. Binus University.
Çelik, Z. (2022). The Moderating Role of Influencer Attractiveness in the Effect of Brand Love, Brand Trust, Brand Awareness and Brand Image on Brand Loyalty. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi , 21 (43), 148-167.
Enrico, E., Purba, J. T., Budiono, S., & Rajagukguk, W. (2021). The Influence of Services cape, Discount, Brand Image and Service Quality on Purchase Decisions in Starbucks Tangerang, Indonesia. Proceedings of the International Conference on Industrial Engineering and Operations Management, Bangalore, India , 85-97.
Fauzi, A. V., Lukitaningsih, A., & Hutami, L. T. (2023). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening. Jurnal Manajemen dan Sains , 8 (1), 426-441.
Gunawan, A. (2022). Perencanaan dan Perancangan Shopping Mall dengan Pendekatan Arsitektur Hijau di Kabupaten Banjarnegara. Journal of Economic, Business and Engineering (JEBE) , 3 (2), 231-237.
Hair Jr, J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A workbook.
Hasian, A. G., & Pramuditha, C. A. (2022). Pengaruh Brand Ambassador, Brand Awareness, Brand Image, Dan Brand Loyalty Terhadap Keputusan Pembelian Smartphone Samsung Di Palembang (Studi Kasus Pada Masyarakat Kota Palembang). Publikasi Riset Mahasiswa Manajemen , 3 (2), 115-121.
Ibrahim, B. (2022). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management , 28 (1), 60-90.
Iskuntianti, N. D., Faisal, M. A., Naimah, J., & Sanjaya, V. F. (2020). The Influence of brand image, lifestyle, and product quality on purchasing decisions. Journal of Business and Management Review , 1 (6), 436-448.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics , 29 (1), 129-144.
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research , 3 (2), 41-48.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal , 9 (2), 140-151.
Nisrina, D. N. (2021). User Experience dan Perceived Value terhadap keputusan pembelian melalui Electronic Word of Mouth (Survei pada Player PUBG Mobile yang membeli Virtual goods di Indonesia). Universitas Pendidikan Indonesia.
Pusparini, N., & Khalid, J. (2023). The Effect of Brand Image, Promotion and Servicesscape on Purchasing Decisions at Prima Freshmart Pekapuran Depok. Indonesian Journal of Business Analytics , 3 (2), 214-230.
Rukminingsih, G. A., & Latief, M. A. (2020). Metode Penelitian Pendidikan. Penelitian Kuantitatif, Penelitian Kualitatif, Penelitian Tindakan Kelas. Yogyakarta: Erhaka Utama.
Santosa, A. T. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere, Dan E-Wom Terhadap Proses Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House OfMozaru Paris Van Java, Bandung). Jurnal Manajemen Maranatha , 18 (2), 148-158.
Sudaryanto, S., Nari, S. N., Awaliyah, I. N., Wulandari, D., & Hanim, A. (2019). Influence of brand image, price and promotion on consumer’s buying decision of fast moving consumer’s goods with culture as a moderating variable in basmallah retail store in Indonesia. International Journal Of Scientific & Technology Research , 8 (3), 85-92.
Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. Communication and Information Technology Journal , 16 (1), 9-18.
Yaputra, P. (2020). Pengaruh Social Media Marketing, Store Environment, Sales Promotion, dan Perceived Value Terhadap Purchase Decision Konsumen SOGO Department Store. Jurnal Manajemen Bisnis dan Kewirausahaan , 4 (1), 36-41.
Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) , 2 (1), 472–481.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Business Economic, Communication, and Social Sciences Journal (BECOSS)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
1.png)
