THE INFLUENCE OF BRAND IMAGE, PRICE, AND SOCIAL MEDIA MARKETING ON CONSUMER PURCHASING DECISIONS AT PT. HOKKI ROTTI SUKSES ABADI (HOKKI BAKERY)
Keywords:
Brand Image, Price, Social Media Marketing, Purchasing Decision, PT. Hokki Rotti Sukses Abadi (Hokki Bakery)Abstract
This study aims to determine the effect of brand image, price, and social media marketing on consumer purchasing decisions at PT. Hokki Rotti Sukses Abadi (Hokki Bakery). This research used a quantitative method with a survey approach involving 110 Hokki Bakery consumers as respondents. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that brand image did not have a significant effect on purchasing decisions, while price and social media marketing had a positive and significant effect on consumer purchasing decisions. Simultaneously, brand image, price, and social media marketing significantly influenced purchasing decisions, explaining 65.3% of the variation in consumer purchasing decisions. This study indicates that the company should maintain competitive pricing strategies and improve social media marketing activities to strengthen consumer engagement and increase purchasing decisions.
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