Research Paper
Year: 2021 | Month: December | Volume: 8 | Issue: 12 | Pages: 569-579
DOI: https://doi.org/10.52403/ijrr.20211269
The Influence of Servicescape, Brand Experience and Social Media Marketing on Purchase Decisions through Brand Image as Variables Intervening in the Filosofi Kopi Medan
Muhammad Ridwan Verinanda1, Endang Sulistya Rini2, R Hamdani Harahap3
1,2,3Faculty of Economics and Business, University of Sumatera Utara, Medan, Indonesia.
Corresponding Author: Muhammad Ridwan Verinanda
ABSTRACT
This study aims to determine the effect of servicescape, brand experience and social media marketing on purchasing decisions through brand image as an intervening variable in the Filosofi Kopi Medan. The type of research in this study is associative research, namely research that connects two or more variables using quantitative descriptive with the number of samples taken in this study as many as 150 people as respondents who are consumers who have visited the Filosofi Kopi Medan and the data analysis techniques used to test the hypothesis in this study is descriptive analysis and analysis using SEM-lisrel. The results of this study on testing the direct effect show that the variable Servicescape influence on Brand Image is concluded to have no significant effect, the Brand Experience variable on Brand Image has a positive effect, Social Media Marketing has a positive and significant effect on Brand Image, Brand Image variable on Purchase Decision has a positive and positive effect. significant, Servicescape variable on Purchase Decision has no significant effect, Social Media Marketing variable on Purchase Decision has a positive and significant effect, Brand Experience variable on Purchasing Decision has a positive and significant effect, while the results of the indirect effect test show that, Brand Experience variable, through Brand Image on consumer purchasing decisions has an indirect effect, Servicescape variable through Brand Image on consumer purchasing decisions does not have an indirect influence, Social Media Marketing variables through Brand Image on consumer purchasing decisions do not have an indirect influence. For more details have been presented in this study.
Keywords: Servicescape, Brand Experience, Social Media Marketing, Brand Image, Consumer Decisions, Marketing Management.
[PDF Full Text]