PENGARUH SOCIAL MEDIA MARKETING & BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FOOD & BEVERAGE (Studi Kasus Pada Konsumen di Morrissey Hotel)

ABSTRACT
With so many social media users, it will be easier for Morrissey Hotel to do
branding and social media marketing so that it will be more easily recognized by
the wider community, attract many potential customers, and influence potential
customers to make purchasing decisions for food & beverage products at Morrissey
Hotel. The problem in this study is about social media marketing and brand image
on purchasing decisions for food & beverage products at Morrissey Hotel. The
purpose of this study was to determine the effect of social media marketing & brand
image on purchasing decisions. The method used is descriptive quantitative, data
obtained through observation, interviews, questionnaires, and literature review.
The results of this study both partially and simultaneously show that social media
marketing & brand image affect purchasing decisions for food & beverage products
at Morrissey Hotel.
Keywords: Social Media Marketing, Brand Image and Purchasing Decisions
ABSTRAK
Dengan banyaknya pengguna sosial media, akan mempermudah Morrissey Hotel
untuk melakukan branding dan sosial media marketing sehingga akan lebih mudah
dikenal oleh masyarakat luas, menarik banyak calon konsumen, dan mempengaruhi
calon konsumen untuk melakukan keputusan pembelian produk food & beverage
di Morrissey Hotel. Masalah dalam penelitian ini tentang sosial media marketing &
brand image terhadap keputusan pembelian produk food & beverage di Morrissey
Hotel. Tujuan penelitian ini untuk mengetahui tentang pengaruh sosial media
marketing & brand image terhadap keputusan pembelian. Metode yang digunakan
kuantitatif deskriptif, data yang diperoleh melalui observasi, wawancara, kuesioner,
dan kajian pustaka. Hasil penelitian ini baik secara parsial dan simultan
menunjukkan bahwa sosial media marketing & brand image berpengaruh terhadap
keputusan pembelian produk food & beverage di Morrissey Hotel.
Kata kunci: Sosial Media Marketing, Brand Image, dan Keputusan Pembelian