{"data":{"id":6830,"url":"https:\/\/repo.xbbh.net\/items\/6830","status":"published","type":"thesis","title":"Pengaruh Social Media Marketing dan Brand Image terhadap Keputusan \nPembelian Minuman Tradisional  \n(Studi Kasus: UMKM Racik Rempah Cihanjuang)","title_alt":null,"abstract":"Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing \ndan Brand Image terhadap Keputusan Pembelian konsumen pada UMKM Racik \nRempah Cihanjuang. Latar belakang penelitian ini didasarkan pada penurunan \npendapatan, lemahnya strategi promosi digital, serta masih rendahnya loyalitas \npelanggan terhadap produk minuman tradisional tersebut.  \nPenelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif \ndan verifikatif. Pendekatan deskriptif digunakan untuk menggambarkan karakteristik \nmasing-masing variabel, sedangkan pendekatan verifikatif digunakan untuk menguji \npengaruh antar variabel secara sistematis dan objektif. Teknik analisis yang \ndigunakan adalah teknik analisis regresi, dengan model regresi linier berganda, \nkarena penelitian ini melibatkan dua variabel independen yaitu Social Media \nMarketing dan Brand Image terhadap satu variabel dependen yaitu Keputusan \nPembelian. Data diperoleh melalui penyebaran kuesioner kepada konsumen Racik \nRempah. \nHasil analisis menunjukkan bahwa baik secara simultan maupun parsial, \nSocial Media Marketing dan Brand Image berpengaruh positif dan signifikan \nterhadap Keputusan Pembelian. Temuan lainnya menunjukkan bahwa kejelasan \ninformasi produk dinilai cukup baik, namun konten digital belum mampu mendorong \naudiens untuk membagikannya secara sukarela.  \nDi sisi lain, meskipun produk dinilai sehat dan bermanfaat, kekuatan identitas \nmerek masih belum optimal di mata konsumen. Dengan demikian, penguatan strategi \nkonten digital, pengembangan identitas merek, serta peningkatan loyalitas dan \naksesibilitas produk menjadi kunci penting dalam mendorong keputusan pembelian \nkonsumen secara lebih maksimal. \nKata kunci: Social Media Marketing, Brand Image, Keputusan Pembelian","abstract_alt":null,"creators":[{"role":"author","family_name":"Nurul Azmi","given_name":"Hauna","orcid":null,"national_id":"1111211315"},{"role":"advisor","family_name":"Ratnawati","given_name":"Aryanti","orcid":null,"national_id":"417046901"}],"year":2025,"date_issued":"2025-07-14","publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA YPKP","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Social Media Marketing","Brand Image","Keputusan Pembelian"],"language":"id","subjects":[],"divisions":[{"code":"61201","name":"S1 Manajemen","pddikti_code":"61201"}],"citation":"Nurul Azmi, Hauna (2025) Pengaruh Social Media Marketing dan Brand Image terhadap Keputusan \nPembelian Minuman Tradisional  \n(Studi Kasus: UMKM Racik Rempah Cihanjuang). UNIVERSITAS SANGGA BUANA YPKP.","documents":[{"name":"1._COVER.pdf","section":"cover","mime_type":"application\/pdf","size":1231371,"sha256":"a249cf3eed9839c1ee462767784e2152ce0dc208d3d02f1aef7331d10c9e10bb","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22408\/1._COVER.pdf"},{"name":"2._LEMBAR_PENGESAHAN.pdf","section":"front_matter","mime_type":"application\/pdf","size":1436774,"sha256":"64cf182b800a0e3931d99cc76f81a6166859b6ed9f510a0ae300fe572c184e87","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22409\/2._LEMBAR_PENGESAHAN.pdf"},{"name":"3._LEMBAR_PERNYATAAN.pdf","section":"front_matter","mime_type":"application\/pdf","size":1360923,"sha256":"d047b3cee87a3bac492bd0ebe6f1384521cc61283c0d154b6029a373141dc31f","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22410\/3._LEMBAR_PERNYATAAN.pdf"},{"name":"4._ABSTRAK.pdf","section":"abstract","mime_type":"application\/pdf","size":1286125,"sha256":"4df84d03857e20f4cd31ec8d934ea4e309f3e18ef5bca9375a053434eb003fd9","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22411\/4._ABSTRAK.pdf"},{"name":"8._SURAT_KETERANGAN_HASIL_CEK_PLAGIARISME.pdf","section":null,"mime_type":"application\/pdf","size":933930,"sha256":"897c87b0389e84fb435753b988ad11faa8e883ac4972591dcebca6ab8dbb9e03","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22412\/8._SURAT_KETERANGAN_HASIL_CEK_PLAGIARISME.pdf"},{"name":"7._DAFTAR_PUSTAKA.pdf","section":"bibliography","mime_type":"application\/pdf","size":1263492,"sha256":"aa30f1877ec70a1e1ef526e5e17234c1e378f915af2595fa7de0047f8b704cf4","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22413\/7._DAFTAR_PUSTAKA.pdf"},{"name":"5._BAB_I.pdf","section":"chapter_1","mime_type":"application\/pdf","size":1616363,"sha256":"7f2839174b3e0afa0029c7e381bbd481f3fea798e786a7281d4875c29741d146","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/6830\/files\/22414\/5._BAB_I.pdf"}],"published_at":"2025-09-26T04:01:44+00:00","updated_at":"2026-10-31T08:02:28+00:00"}}