Neng Hasna Nabilah (1), Rina Madyasari (2), Alfin Nur Arifah (3), Yudi Setia Rachmanda (4)
This research is based on the phenomenon of declining sales experienced by the X.A.H.A.R.A store in Tasikmalaya Regency. The purpose of this study is to analyze the influence of Social Media Marketing and Brand Image, both individually and in combination, on consumer purchasing decisions at the X.A.H.A.R.A store in Tasikmalaya Regency. The method used is a quantitative approach, with descriptive and verification approaches. This study also involved respondents aged at least 17 years who had gone through the product purchasing process at the store. Primary data collection was conducted through the distribution of online questionnaires to 100 respondents selected using purposive sampling techniques, using the Cochran formula. The data analysis stage was completed with the assistance of SPSS statistical software. The results of the testing in this research confirm that strengthening Social Media Marketing strategies and building a solid Brand Image are crucial aspects for companies in stimulating consumer purchasing decisions.
Adriana S. Lahus, Ardy F. Lamatokan, Herybertus S. Meot, Simon Sia Niha, and Engelbertus G. Ch Watu. 2023. “PENGARUH BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP.” ORGANIZE: Journal of Economics, Management and Finance 2(2): 107–18. https://doi:10.58355/organize.v2i2.21.
Angela, Zedina, and Onan Marakali Siregar. 2021. “1 ST E-PROCEEDING SENRIABDI 2021 SEMINAR NASIONAL HASIL RISET DAN PENGABDIAN KEPADA.” Masyarakat Universitas Sahid Surakarta 1(1): 417–33. https://jurnal.usahidsolo.ac.id/index.php/SENRIABDI.
Ariswara, Resma, Nabila Aprilia, Alfin Nur Arifah, Rina Madyasari, and Taupik Akbar. 2024. “PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA UMKM (STUDI KASUS KEDAI DONKI EATERY & COFFEE).” NCBMA 2024 (Universitas Pelita Harapan, Indonesia) 2024: 1024–34.
Azizah, Isna Nur, Prizka Rismawati Arum, and Rochdi Wasono. 2021. “KARAKTRISTIK PERSEBARAN KEJADIAN GEMPA BUMI DI PULAU SULAWESI DAN MALUKUBERDASARKAN KONVARIAT GEMPA.” Prosiding Seminar Nasional UNIMUS: 61–69.
Cindy Magdalena Gunarsih. 2021. “PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO PELITA JAYA BUYUNGON AMURAN.”
Ela Febrianti, Hendri Sucipto, Roby Setiadi. 2023. “PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN KITA BERSAMA SWALAYAN BULAKAMBA).” Jurnal Riset Manajemen 1(3): 286–99. https://doi.org/10.54066/jurma.v1i3.892.
Kesuma, Murtadho, ; Dessy Fitria, ; Ahmad Ulil, Albab Al Umar, "PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PATTAYA CORNER KOTA SALATIGA." Fakultas Ekonomi, Bisnis Islam, and Iain Salatiga.
Oktaviana, Ineke, and Ginanjar Rahmawan. 2023. “MINAT BELI INTERNATIONAL FASHION BRAND DI INDONESIA.” Jurnal Maneksi 12(3): 521–32 .https://doi:10.31959/jm.v12i3.1662.
Ramadhanty, Praditha, and Ruth Mei. 2020. “LINIMASA?: JURNAL ILMU KOMUNIKASI PENGARUH SOCIAL MEDIA MARKETING CONTENT INSTAGRAM @ KEDAIKOPIKULO TERHADAP SIKAP KONSUMEN LINIMASA?: Jurnal Linimasa 3(2): 1–15.
Rosmayanti, Melan. 2023. “PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIXUE.” Journal on Education 5(3): 8126–37.
https://doi:10.31004/joe.v5i3.1600.
Supriyoso, Patria. 2025. 8 YUME?: JOURNAL OF MANAGEMENT PENERAPAN MEDIA SOSIAL TIKTOK SEBAGAI STRATEGI PEMASARAN ONLINE PADA UD ASR 239. Journal of Management
Susanti, Irma, and Fazrina Saumi. 2022. “PENERAPAN METODE ANALISIS REGRESI LINEAR BERGANDA UNTUK MENGATASI MASALAH MULTIKOLINEARITAS PADA KASUS INDEKS PEMBANGUNAN MANUSIA (IPM) DI KABUPATEN ACEH TAMIANG.” Gamma-Pi: Jurnal Matematika dan Terapan 4(2): 38–42.
Tjiptono, F. 2015. 1 ANGEWANDTE CHEMIE INTERNATIONAL EDITION, 6(11), 951–952. Angewandte Chemie International Edition, 6(11), 951–952.
Trimutia, Anggun, Annisa Sanny, Silvi Sintya, Silvani Aulia, and Program Studi Manajemen. 2025. 8 YUME?: JOURNAL OF MANAGEMENT PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM DI KALANGAN MAHASISWA (STUDI MAHASISWA PANCABUDI). Journal Of Management Yume?:
Yulan Aisah Manalu, Kab, Hendra Saputra, and Aisyah Rianda Gewa. 2025. “ANALISIS PENGARUH SOCIAL MEDIA MARKETING DAN BRAND TRUST TERHADAP KEPUTUSAN.” Aisyah Rianda Gewa INNOVATIVE: Journal Of Social Science Research 5: 6364–78.