Pengaruh Media Sosial, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Masa Pandemi Covid-19 (Study Kasus Om.Kopi)

Abstract

Abstract

 

This study was conducted to determine the effect of social media, brand image, and product quality on purchasing decisions in the midst of the COVID-19 pandemic. This study uses a quantitative approach with the method used in this study is multiple linear regression with the help of the sspss 20 program and using a sample of 200 respondents.

The results of this study are the variables of social media, brand image, and product quality simultaneously have a positive and significant effect on purchasing decisions in the midst of the COVID-19 pandemic.

 

Keywords: Social Media, Brand Image, Product Quality.