The Influence of Social Media, Brand Perception and Buyer Satisfaction on Purchasing Decisions for Ethnic Tuta Bags

  • Dirwan Dirwan Doctoral Student in Management Science, Universitas Muslim Indonesia
  • Mapparenta Mapparenta Universitas Muslim Indonesia
  • Muhammad Arif Universitas Muslim Indonesia
Keywords: Social Media, Brand Perception, Buyer Satisfaction, Buying Decision

Abstract

This study aims to determine and analyze the influence of social media, brand perception, and buyer satisfaction on purchasing decisions of ethnic tuta bags in the Soppeng Regency. The population in this study is the people of Soppeng Regency who use Ethnic Tuta Bags totaling 90 people. The sampling method used in this study is the census method in which all members of the population are sampled. This study used primary data collected by distributing questionnaires to all respondents. The data collected will be analyzed through four stages of testing. The first stage is to perform descriptive statistical tests. The second stage is the research instrument test which consists of (a validity test and reliability test). The third stage is the classical assumption test consisting of (normality, multicollinearity, heteroscedasticity test). The fourth stage is to test all hypotheses proposed in this study and will be proven through the coefficient of determination test, partial test (t-test), and simultaneous test (f test). The results of this study both partially and simultaneously indicate that Social Media, Brand Perception, and Purchase Satisfaction have a positive and significant influence on the Purchase Decision of Ethnic Tuta Bags in the Soppeng Regency.

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Published
2022-05-01
How to Cite
Dirwan, D., Mapparenta, M., & Arif, M. (2022). The Influence of Social Media, Brand Perception and Buyer Satisfaction on Purchasing Decisions for Ethnic Tuta Bags. Point Of View Research Management, 3(2), 147 - 160. Retrieved from https://www.journal.accountingpointofview.id/index.php/POVREMA/article/view/201
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Articles