Sulastri, Icca (2023) Pengaruh Social Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Malang. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

The internet gave birth to many social media which are not only usedas a place to communicate and express oneself, but also as a place to domarketing. Social media has now become a trend in marketingcommunications. Many social media are currently developing, namelyFacebook, Instagram, Twitter, TikTok, Youtube, and others. The purpose ofthis study was to analyze the effect of social media marketing and brandimage on consumer purchasing decisions for Wardah cosmetic products.The population in this study is an unknown number of buyers of Wardahcosmetic products in Malang City. Based on the calculations above, thenumber of samples in this study was obtained, namely 120 people whobought Wardah cosmetic products in Malang City. The results of this studyindicate that social media marketing and brand image simultaneously ortogether have a mutually sustainable influence on the purchase decision ofwardah cosmetic products in Malang City. Social media marketing has noinfluence on purchasing decisions for wardah cosmetic products in MalangCity. And brand image has an influence on purchasing decisions for wardahcosmetic products in Malang City

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