The Influence of Brand Image and Social Media Marketing on Customer Purchase Decisions (Case Study at SMK Nusa Bangsa, Bogor)

Abstract

This study aimed to examine the effect of brand image and social media marketing on customer purchase decision case study at SMK Nusa Bangsa, Bogor. The problem in this research is how brand image and social media marketing will affect customer purchase decisions, separately and together. This research is quantitative. Data collection involved using a questionnaire with closed-ended questions, which was conducted directly face-to-face with parents. Responses were measured using a Likert scale, ranging from 1 to 5. This study focused on the entire population of parents of students of SMK Nusa Bangsa, with a sample of 100 respondents selected by accidental sampling, i.e., randomly meeting members of the population at the research location. Data processing techniques in this study used SPPS version 25. The results showed that brand image and social media marketing have a significant and robust relationship with customer purchase decisions to choose a school at SMK Nusa Bangsa, Bogor.