Pengaruh Social Media Marketing, Desain Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Sepatu Aerostreet (Studi Pada Konsumen Aerostreet Di Kota Pontianak)

Abstract

Seiring berkembangnya teknologi dan tingginya persaingan ekonomi yang terus meningkat, penting bagi perusahaan untuk terus melakukan improvisasi. Beberapa faktor yang yang dapat mempengaruhi keputusan pembelian konsumen yaitu social media marketing, desain produk, dan citra merek. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh social media marketing, desain produk, dan citra merek terhadap keputusan pembelian produk sepatu Aerostreet pada konsumen Aerostreet di Kota Pontianak. Penelitian ini termasuk penelitian asosiatif-deskriptif dengan menggunakan kuesioner yang disebar kepada konsumen Aerostreet di Kota Pontianak. Jumlah sampel dalam penelitian ini adalah 100 orang, dipilih berdasarkan teknik non probability sampling. Metode analisis yang digunakan adalah analisis regresi linier berganda dengan bantuan program SPSS 26.

Berdasarkan hasil penelitian ini menunjukan bahwa Social Media Marketing, dan Desain Produk berpengaruh secara signifikan terhadap Keputusan Pembelian, sedangkan Citra Merek berpengaruh dan tidak signifikan terhadap Keputusan Pembelian.

Kata kunci: Social Media Marketing, Desain Produk, Citra Merek, Keputusan Pembelian

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