Pengaruh Social Media Marketing terhadap Keputusan Pembelian yang Dimediasi oleh Citra Merek Smartphone Samsung: Studi pada Mahasiswa Prodi Manajemen Universitas Yapis Papua

Abstract

This research aims to determine the influence of social media marketing on purchasing decisions mediated by the brand image of Samsung smartphones. The data used in this research was obtained using a questionnaire distributed to students at Yapis University, Papua. Data analysis was carried out using mediation analysis. The population in this study was the total number of active students from the 2022/2023 academic year data for the management study program at Yapis University, Papua, totaling 796 people. The sample was taken using the opinion of Arikunto (2012), namely 15 of the total population or 120 students. Based on the research results, it shows that social media marketing directly influences the decision to purchase a Samsung smartphone. Social media marketing influences the brand image of Samsung smartphones. Brand image influences Samsung smartphone purchasing decisions. Based on the mediating influence, brand image can mediate the influence of social media marketing on Samsung smartphone purchasing decisions.