Abstract:
General background: The rapid evolution of digital technology and shifting consumer lifestyles due to globalization have intensified competition among businesses, especially in the food sector. Specific background: Bolu Amor, a local bakery brand in Sukabumi, faces fluctuating sales potentially influenced by the quality of its social media content, brand image, and price perception. Knowledge gap: Previous studies on purchase decisions often examined these variables in isolation or outside the food industry context, leaving a gap in integrated analyses within local bakery businesses. Aims: This study aims to analyze the simultaneous and partial effects of social media content, brand image, and price on consumer purchase decisions for Bolu Amor. Results: Based on a survey of 400 respondents and multiple linear regression analysis, all three variables significantly influenced purchase decisions, with price having the strongest effect. The model explains 8.4% of the variance in consumer decisions (R² = 0.084). Novelty: This research offers a comprehensive integration of digital and perceptual factors affecting purchase decisions in a local food brand, which remains underexplored in current literature. Implications: The findings provide strategic insights for improving digital marketing effectiveness and pricing strategies, guiding local businesses like Bolu Amor to align better with modern consumer behavior.
Highlight :
Price is the most dominant variable influencing consumer purchase decisions.
Social media content, brand image, and price have a significant simultaneous effect.
The three variables explain only 8.4% of the variation in purchase decisions.
Keywords : Social Media Content, Brand Image, Price, Purchase Decision, Consumer
Downloads
References
[1] Luqmanah and Isa, "Pengaruh Citra Merek, Kualitas Produk, Lokasi dan Persepsi Harga terhadap Keputusan Pembelian Produk Ayam Geprek Spesial Sambal Korek (SAKO) Pusat Kabupaten Sragen," Doctoral dissertation, Universitas Muhammadiyah Surakarta, 2019.
[2] R. Pratama, K. Komariah, and D. Jhoansyah, "The Role of Viral Marketing and Consumer Trust in Purchase Decisions," 2022.
[3] H. Rahayu and S. Yosepha, "Pengaruh Diferensiasi Produk dan Persepsi Harga terhadap Keputusan Pembelian Produk Hevit-C 500 Mg pada Masa Pandemi Covid-19 di PT. Hexpharm Jaya," 2021.
[4] U. Moestopo, R. E. Hamzah, N. Sungkono, and P. Y. Santoso, "Pengelolaan Konten Media Sosial sebagai Sarana Pemasaran Usaha Kecil Warga Kampung Anyar, Kabupaten Bogor," 2022. [Online]. Available: [https://journal.moestopo.ac.id/index.php/dianmas]
[5] M. Taopik, D. Jhoansyah, and S. Saori, "The Effect of Entrepreneurial Orientation, Product Innovation, and Digitalization on Business Performance (Survey of Seblak MSMEs Actors in Sukabumi City)," 2024.
[6] E. Martalena, "Pengaruh Experiential Marketing, Emotional Branding dan Citra Merek terhadap Brand Loyalty pada Pengguna Smartphone Oppo (Studi pada Mahasiswa Universitas Muhammadiyah Bengkulu)," [Online]. Available: [http://gs.statcounter.com/vendor-market-share/mobile/indonesia]
[7] A. Sutra, "Pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Loyalitas Konsumen pada Pengguna Kartu Telkomsel," 2021. [Online]. Available: [http://www.jurnal.umb.ac.id]
[8] A. S. Romadon, A. Meirisa, A. Pramusinto, and N. Kamelia, "Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian melalui Shopee," Jurnal Ilmiah Bidang Ilmu Ekonomi, vol. 21, no. 3, pp. 259–269, 2023.
[9] C. Gunarsih, L. Kalangi, and L. Tamengkel, "Pengaruh Harga terhadap Keputusan Pembelian Konsumen di Toko Pelita Jaya Buyungon Amurang," 2021.
[10] I. N. Suardhika, I. G. Rihayana, N. M. Krisnayanti, and A. Krisnayanti, "Pengaruh Social Media Marketing, Brand Image dan Brand Ambassador terhadap Keputusan Pembelian," vol. 18, no. 2, pp. 253–264, 2023.
[11] R. A. Wicaksono, N. O. Ayu, and S. A. Moch, "Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Indomie di Semarang," Jurnal Ilmiah Bidang Ilmu Ekonomi, vol. 21, no. 1, pp. 423–432, 2023.
[12] E. T. Julianto, "Pengaruh Strategi Pemasaran Media Sosial (Instagram) dan Citra Merek terhadap Keputusan Pembelian Sepatu Lokal Compass dengan Minat Beli sebagai Mediasi," 2022.
[13] S. Mulyana, "Pengaruh Harga dan Ulasan Produk terhadap Keputusan Pembelian Produk Fashion secara Online pada Shopee di Pekanbaru," 2021.
[14] R. Panjaitan and R. M. Panjaitan, Manajemen Pemasaran: Teori dan Aplikasi, 2018.
[15] R. Andni, Perilaku Konsumen dalam Islam (Konsep Dasar, Ruang Lingkup dan Teori), 2024. [Online]. Available: [http://www.freepik.com]
[16] Y. Hadiyat et al., Buku Ajar Metodologi Penelitian Kuantitatif & Aplikasi Pengolahan Analisa Data Statistik. [Online]. Available: [http://www.buku.sonpedia.com]