@misc{eprints86901,
           month = {Juli},
           title = {PENGARUH SOCIAL MEDIA MARKETING, INTEGRATED MARKETING
COMMUNICATION (IMC), DAN BRAND IMAGE TERHADAP
KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN CHATIME DI

KOTA BANDAR LAMPUNG)
},
          author = {MUTIARA WULANSARI ANNISA },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2024},
             url = {http://digilib.unila.ac.id/86901/},
        abstract = {Bubble tea adalah jenis minuman yang kini digandrungi masyarakat karena cita
rasanya yang unik dan sudah menjadi gaya hidup khususnya pada generasi Z dan
milenial. Penelitian ini bertujuan untuk mengetahui pengaruh social media
marketing, integrated marketing communication, dan brand image terhadap
keputusan pembelian produk Chatime di Kota Bandar Lampung. Jenis penelitian
yang digunakan adalah penelitian kuantitatif dengan menggunakan metode
explanatory research. Populasi penelitian ini merupakan konsumen Chatime di
Kota Bandar Lampung. Data diperoleh dari penyebaran kuesioner dengan skala
likert menggunakan teknik purposive sampling berjumlah 100 responden. Analisis
data menggunakan SPSS windows ver 25. Berdasarkan hasil penelitian dan
analisis data menunjukan bahwa secara parsial social media marketing
berpengaruh secara signifikan terhadap keputusan pembelian, secara parsial
integrated marketing communication berpengaruh secara signifikan terhadap
keputusan pembelian, secara parsial brand image berpengaruh secara signifikan
terhadap keputusan pembelian, secara simultan social media marketing,
integrated marketing communication, dan brand image berpengaruh secara
signifikan terhadap keputusan pembelian.

Kata Kunci: Social Media Marketing, Integrated Marketing Communication,
Brand Image, Keputusan Pembelian

ABSTRACT

THE INFLUENCE OF SOCIAL MEDIA MARKETING, INTEGRATED
MARKETING COMMUNICATION (IMC), AND BRAND IMAGE ON
PURCHASING DECISIONS (STUDY ON CHATIME CONSUMERS IN

BANDAR LAMPUNG CITY)

By

ANNISA MUTIARA WULANSARI

Bubble tea is a type of drink that is now loved by the public because of its unique
taste and has become a lifestyle, especially in generation Z and millennials. This
study aims to determine the effect of social media marketing, integrated marketing
communication, and brand image on purchasing decisions for Chatime products
in Bandar Lampung City. The type of research used is quantitative research using
the explanatory research method. The population of this study were Chatime
consumers in Bandar Lampung City. Data obtained from distributing
questionnaires with a Likert scale using purposive sampling technique totaling
100 respondents. Based on the results of research and data analysis, it shows that
partially social media marketing has a significant effect on purchasing decisions,
partially integrated marketing communication has a significant effect on
purchasing decisions, partially brand image has a significant effect on purchasing
decisions, simultaneously social media marketing, integrated marketing
communication, and brand image have a significant effect on purchasing
decisions.
Keywords: Social Media Marketing, Integrated Marketing Communication,
Brand Image, Purchase Decision}
}