PENGARUH CITRA MEREK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN POINT COFFEE DI KOTA BANJARBARU

Dewi, Dea Kumala (2026) PENGARUH CITRA MEREK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN POINT COFFEE DI KOTA BANJARBARU. Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.

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Abstract

ABSTRAK Dea Kumala Dewi, 2025, Pengaruh Citra Merek Dan Social Media Marketing Terhadap Keputusan Pembelian Point Coffee Di Kota Banjarbaru, Pembimbing 1 : Hairul, S.E., M.M, Pembimbing 2 : Dr. Kumara Efrianti, S.E., M.M Penelitian ini bertujuan untuk menguji : (1) citra merek berpengaruh secara signifikan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru, (2) social media marketing berpengaruh secara signifikan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru, (3) citra merek dan social media marketing berpengaruh secara simultan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru. Rancangan penelitian ini adalah penelitian kuantitatif dan merupakan penelitian menggunakan kuisioner. Populasi dalam penelitian ini adalah konsumen yang sudah pernah membeli minuman Point Coffee di Kota Banjarbaru dan sampel sebesar 70 responden dengan analisis statistik deskriptif dan analisis data regresi linier berganda. Hasil penelitian menunjukkan : (1) citra merek berpengaruh signifikan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru, (2) social media marketing berpengaruh signifikan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru dan (3) citra merek dan social media marketing berpengaruh secara simultan terhadap keputusan pembelian Point Coffee di Kota Banjarbaru, hal ini mengindikasikan bahwa baik citra merek maupun social media marketing memiliki peran krusial dalam mempengaruhi keputusan pembelian konsumen terhadap produk Point Coffee di Kota Banjarbaru. Kata Kunci : Citra Merek, Social Media Marketing, Keputusan Pembelian ABSTRACT Dea Kumala Dewi, 2025, The Influence of Brand Image and Social Media Marketing on Purchasing Decisions at Point Coffee in Banjarbaru City, Supervisor1: Hairul, SE., M.M, Supervisor 2: Dr. Kumara Efrianti, S.E., M.M This study aims to examine: (1) the significant influence of brand image on purchasing decisions at Point Coffee in Banjarbaru City, (2) the significant impact on social media marketing on purchasing decisions at Point Coffee in Banjarbaru City, and (3) the simultaneous effect of brand image and social media marketing on purchasing decisions of Point Coffee in Banjarbaru City. The research design used in this study is quantitative research, employing a questionnaire as the data collection method. The population consists of consumers who have previously purchased beverages from Point Coffee in Banjarbaru City, with a sample of 70 respondents. The data were analyzed using descriptive statistical analysis and multiple linear regression analysis. The findings indicate that: (1) brand image has a significant impact on purchasing decisions of Point Coffee in Banjarbaru City, (2) social media marketing significantly affects purchasing decisions of Point Coffee in Banjarbaru City, and (3) brand image and social media marketing simultaneously influence purchasing decisions of Point Coffee In Banjarbaru City. These results suggest that both brand image and social media marketing play a critical role in shaping consumer purchasing behavior toward Point Coffee's products in Banjarbaru City. Keywords: Brand Image, Social Media Marketing, Purchasing Decision

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Kata Kunci : Citra Merek, Social Media Marketing, Keputusan Pembelian
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Dea Kumala Dewi
Date Deposited:	12 Jun 2026 01:34
Last Modified:	12 Jun 2026 01:34
URI:	http://eprints.uniska-bjm.ac.id/id/eprint/35526

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