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Peran Mediasi Brand Images Pada Hubungan Antara Social Media Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Wisatawan Yang Berbelanja Di Krisna Toko Oleh-oleh Khas Bali)

Hidayatullah, Syarif ORCID: https://orcid.org/0000-0002-6085-0993, Tiyas, Surya Wahyuning, Alvianna, Stella, Sugeha, Anisa Zuhria and Rachmawati, Ike Kusdyah (2021) Peran Mediasi Brand Images Pada Hubungan Antara Social Media Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Wisatawan Yang Berbelanja Di Krisna Toko Oleh-oleh Khas Bali). Jurnal Pariwisata Pesona, 6 (2). pp. 135-143. ISSN 1410-7252

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Abstract

Online promotion is currently an alternative solution in marketing the products produced because, at this time, all community activities are carried out online in online media such as social media, television, or digital catalogs that display all products offered attractively and interactively people to see and observe them. The variables in this study are Social Media Marketing, product quality, brand images, and purchasing decisions. The population in this study is people who are or have visited the Krisna Bali Souvenir Shop with a total sample of 160 people. The results of this study are Social Media Marketing does not affect brand images, product quality affects brand images, brand images affect purchasing decisions, Social Media Marketing affects purchasing decisions through brand images, and product quality does not affect purchasing decisions through brand images.

Item Type: Article
Additional Information: Syarif Hidayatullah NIDN: 0731057101 ; Anisa Zuhria Sygeha NIDN: 0726019103
Uncontrolled Keywords: Brand images; Product quality; Purchasing decisions; Social Media Marketing
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Rita Juliani
Date Deposited: 30 Jan 2023 13:18
Last Modified: 28 Nov 2023 13:37
URI: https://eprints.unmer.ac.id/id/eprint/2990

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