The Brand Image Bridge: Connecting Product Quality, Price Perception, and Social Media to Consumer Purchase Decisions

Leni Muslimah, Meylani Tuti and Effendi
Additional contact information
Leni Muslimah: Universitas Asa Indonesia
Meylani Tuti: Universitas Asa Indonesia
Effendi: Universitas Asa Indonesia

Technium Social Sciences Journal, 2025, vol. 74, issue 1, 135-146

Abstract: The purpose of this study is to analyze the influence of Product Quality, Price Perception, and Social Media Marketing on Purchasing Decisions through Brand Image. The population in this study was the Pawon Teh Leni Consumers. With the Accidental Sampling technique, namely, consumers who met directly with researchers and obtained 200 respondents. The study was conducted at Pawon The Leni Catering in December 2024, and the data analysis method used SEM with the help of Smart PLS 3 software. The results of the study show that Social media marketing influences purchasing decisions both directly and indirectly. This is different from the results of product quality and price perception, which do not directly influence purchasing decisions, but indirectly influence them through Brand Image. Meanwhile, Brand Image influences purchasing decisions. The results of this study contribute to Catering owners that social media marketing used by entrepreneurs can influence the company's Brand Image and consumer decisions in making purchases.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://techniumscience.com/index.php/socialsciences/article/view/13124 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13124

DOI: 10.47577/tssj.v74i1.13124

Access Statistics for this article

Technium Social Sciences Journal is currently edited by Tasente Tanase

More articles in Technium Social Sciences Journal from Technium Science
Bibliographic data for series maintained by Tasente Tanase ( this e-mail address is bad, please contact ).