Pengaruh Brand Image dan Sosial Media Marketing Terhadap Keputusan Pembelian Pelanggan (Studi Kasus Bakso Super Makassar) = The Influence of Brand Image and Social Media Marketing Towards Customers Purchase Decision (Case Study Bakso Super Makassar)

The purpose of this study was to analyze the influence of brand image and social media marketing towards customers purchase decision at the Bakso Super Makassar online shop. The study samples were 361 people who were followers of Instagram @baksosuper_mks by using the slovin formula. The data collection technique used is through the distribution of questionnaires, with data analysis techniques using multiple linear regression analysis, partial test (t-test), and coefficient of determination (R2). The results of the study conducted showed that brand image has a positive and significant effect on the purchase decision of Bakso Super Makassar customers, which is characterized by the t-value of the t-calculation > t-table (2,796 > 1,966) with a significance level of < 0.05 (0.005 < 0.05); and social media marketing has a positive and significant effect on the purchase decision of Bakso Super Makassar, which is characterized by the t-value of the t-table > t table (13,519 > 1,966) with a significance level of < 0.05 (0.000 < 0.05)