The Effect of Social Media Marketing and Brand Image on Customer Purchasing Decision in SS Dessert Makassar

This research aims to analyze the effect of social media marketing and brand image toward customer purchasing decisions in SS Dessert Makassar. Design of this research is associative research with quantitative approach. Data were obtained from questionnaire and library research. Population of this research is the number of accounts engaged with SS Dessert Instagram account in June which is 620 audiences. This research used probability sampling technique with a total sample of 242 based on the Krejcie-Morgan guideline table. Data were analyzed using descriptive analysis, multiple linear regression, classical assumption test, hypotheses testing consisting of T-test, F-test, and coefficient of determination test using the SPSS 25 software for Mac. The results of this research indicate that there is a positive and significant effect of social media marketing and brand image partially and simultaneously toward customer purchasing decisions.

Keywords : social media marketing, brand image, purchase decision, content marketing, interactive marketing