PENGARUH MEDIA SOSIALPERSONAL BRANDING,BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA BEBEK ANOM LOCAL PRIDE SOLO

Abstract

This study falls within the scope of marketing management, analyzing the influence of social media, personal branding, and brand image on purchasing decisions at Bebek Anom Local Pride Solo. The study population consisted of all customers visiting over a three-month period, totaling 700 individuals. A sample of 70 respondents was used, representing 10% of the total population of 700 customers. Data collection techniques included observation, questionnaires, and documentation. The results indicate that social media has a positive and significant effect on consumer purchasing decisions at Bebek Anom. Personal branding also has a positive and significant effect on consumer purchasing decisions at Bebek Anom. However, brand image does not have a significant effect on consumer purchasing decisions at Bebek Anom. Collectively, social media, personal branding, and brand image have a significant simultaneous effect on consumer purchasing decisions at Bebek Anom.

Keywords: social media, personal branding, brand image, purchasing decision