?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KEEFEKTIVAN+PROMOSI+SOSIAL+MEDIA+DAN+CITRA+MEREK%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+PADA+TOKO+FASHION+ORAQLE+DI%0D%0A%0D%0ABANDAR+LAMPUNG&rft.creator=IQBAL+RIFA'I+SYAHPUTRA%2C+1711011074&rft.subject=330+Ekonomi&rft.description=Oraqle+merupakan+sebuah+perusahaan+yang+bergerak+di+bidang+industri+fashion+dan%0D%0Aberasal+dari+Kota+Bandar+Lampun+yang+berdiri+sejak+2007.+Penelitian+ini+dilakukan+untuk%0D%0Amengetahui+pengaruh+keefektivan+promosi+sosial+media+dan+citra+merek+terhadap+keputusan%0D%0Apembelian+pada+toko+fashion+Oraqle+di+Bandar+Lampung.+Penelitian+ini+menggunakan+metode%0D%0Anon-probability+sampling+dengan+teknik+purposive+sampling%2C+dengan+sampel+sebanyak+100%0D%0Aresponden+yang+pernah+membeli+produk+Oraqle.+Penelitian+ini+menggunakan+analisis+regresi%0D%0Alinear+berganda.+Variabel+bebas+yang+memiliki+pengaruh+terbesar+yaitu+variabel+Citra+Merek%0D%0A(X2)+dengan+nilai+Beta+0%2C494.+Hasil+penelitian+ini+menunjukkan+kontribusi+Promosi+Sosial%0D%0AMedia+(X1)+dan+Citra+Merek+(X2)+terhadap+Keputusan+Pembelian+(Y)+sebesar+62%2C9%25+dan%0D%0Asisanya+dipengaruhi+oleh+variabel+lain+yang+tidak+diteliti+dalam+penelitian+ini.+Hasil+uji+t%0D%0Adidapatkan+bahwa+secara+parsial+variabel+Promosi+Sosial+Media+(X1)+dan+Citra+Merek+(X2)%0D%0Aberpengaruh+positif+dan+signifikan+terhadap+Keputusan+Pembelian+(Y).+Hal+ini+berarti+juga%0D%0Abahwa+indikator+dari+kedua+variabel+bebas+tersebut+memiliki+peran+dalam+mempengaruhi%0D%0Asetiap+variabel+keputusan+pembelian.%0D%0A%0D%0AKata+Kunci+%3A+Promosi+Sosial+Media%2C+Citra+Merek%2C+Oraqle%0D%0AOraqle+is+a+company+engaged+in+the+fashion+industry+and+comes+from+the+city+of+Bandar%0D%0ALampung+which+was+established+in+2007.+This+study+was+conducted+to+determine+the+effect+of%0D%0Athe+effectiveness+of+social+media+promotion+and+brand+image+on+purchasing+decisions+at+the%0D%0AOraqle+fashion+store+in+Bandar+Lampung.+This+study+uses+a+non-probability+sampling+method%0D%0Awith+purposive+sampling+technique%2C+with+a+sample+of+100+respondents+who+have+bought%0D%0AOraqle+products.+This+study+uses+multiple+linear+regression+analysis.+The+independent%0D%0Avariable+that+has+the+greatest+influence+is+the+Brand+Image+variable+(X2)+with+a+Beta+value+of%0D%0A0.494.+The+results+of+this+study+indicate+the+contribution+of+Social+Media+Promotion+(X1)+and%0D%0ABrand+Image+(X2)+to+Purchase+Decisions+(Y)+of+62.9%25+and+the+rest+is+influenced+by+other%0D%0Avariables+not+examined+in+this+study.+The+results+of+the+t-test+showed+that+partially+the%0D%0Avariables+of+Social+Media+Promotion+(X1)+and+Brand+Image+(X2)+had+a+positive+and%0D%0Asignificant+effect+on+Purchase+Decisions+(Y).+This+also+means+that+the+indicators+of+the+two%0D%0Aindependent+variables+have+a+role+in+influencing+each+purchasing+decision+variable.%0D%0AKeywords%3A+Social+Media+Promotion%2C+Brand+Image%2C+Oraqle&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2021&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62733%2F1%2F1.%2520ABSTRAK-ABSTRACT%2520-%2520Finta%2520Yaya%2520%252811%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62733%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Finta%2520Yaya%2520%252810%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62733%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Finta%2520Yaya%2520%252811%2529.pdf&rft.identifier=++IQBAL+RIFA'I+SYAHPUTRA%2C+1711011074++(2021)+PENGARUH+KEEFEKTIVAN+PROMOSI+SOSIAL+MEDIA+DAN+CITRA+MEREK+TERHADAP+KEPUTUSAN+PEMBELIAN+PADA+TOKO+FASHION+ORAQLE+DI+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F62733%2F