Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

12 Pages Posted: 27 Jan 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Ravita Navari

State University of Jakarta, Faculty of Economics

Date Written: December 31, 2019

Abstract

This study aims to determine whether the Influence Promotion Through Social Media instagram, Brand Awareness, Brand Equity, Brand Loyalty influence on purchase decisions, This research was conducted for one month commencing in October 2019. The method used was survey method with approach of causality. The population in this study is the millennial population totaling 201 respondents. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). Results showed that each variable that has the same effect. It can be said, if the high purchase decision then it certainly has knowledge Promotion Through Social Media instagram, Brand Awareness, Brand Equity, Brand Loyalty,Good course will produce a high purchase decision. The above description shows that there are significant jointly and significant correlation between Promotion Through Social Media instagram, Brand Awareness, Brand Equity, Brand Loyalty.

Keywords: Purchasing Decisions, Social Media Promotion Instagram, Brand Awareness, Brand Equity, Brand Loyalty

Suggested Citation

Usman, Osly and Navari, Ravita, Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions (December 31, 2019). Available at SSRN: https://ssrn.com/abstract=3511865 or http://dx.doi.org/10.2139/ssrn.3511865

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Ravita Navari (Contact Author)

State University of Jakarta, Faculty of Economics ( email )

Jakarta Timur, Jakarta
Indonesia

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