Pengaruh Citra Merek, Promosi Media Sosial dan Ulasan Online terhadap Keputusan Pembelian pada Produk Timephoria

The Influence of Brand Image, Social Media Promotions and Online Reviews on Purchase Decisions on Timephoria Products

Abstract

This study aims to determine and analyze the effect of Brand Image (X1), Social Media Promotion (X2), and Online Reviews (X3) on consumer Purchase Decisions (Y). The research method applied is quantitative with an associative approach. Primary data collection was conducted by distributing questionnaires to respondents, which were subsequently processed using SPSS 26 software. The results of the partial t-test indicate that Brand Image, Social Media Promotion, and Online Reviews each have a positive and significant effect on Purchase Decisions. Based on the partial determination analysis, the Social Media Promotion variable was found to be the most dominant factor influencing consumers with a contribution of 29.3%, followed by the Brand Image variable with a contribution of 19.7%, and the Online Reviews variable with the smallest contribution of 13.2%. Furthermore, the simultaneous F-test results confirm that the three independent variables jointly exert a significant effect on Purchase Decisions. The total coefficient of determination (R Square) value of 0.622 indicates that the combination of these three variables is able to explain 62.2% of the variance in consumer Purchase Decisions, while the remaining variance of 37.8% is influenced by other factors not examined outside this research model.