The Role of Mediating Purchase Intention : Influence Between Brand Image and Social Media on Buying Decision Traveloka Apps in Bekasi City

Gerry Juan Carlos; Kardinah  Indrianna Meutia; Christophorus  Indra Wahyu Putra; Wirawan  Widjanarko; Hasanuddin Hasanuddin; Rosalina  Siagian; Mohamad  Sobari

doi:10.38035/dijefa.v5i2.2562

Authors

Gerry Juan Carlos Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Kardinah Indrianna Meutia Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Christophorus Indra Wahyu Putra Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Wirawan Widjanarko Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Hasanuddin Hasanuddin Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Rosalina Siagian Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Mohamad Sobari Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijefa.v5i2.2562

Keywords:

Brand Image, Social Media, Purchase Intention, Buying Decision, Traveloka Apps

Abstract

This research aims to study and analyze the influence of brand image and social media on purchasing decisions which are mediated by purchasing interest. This research uses a quantitative design with sample in this study consisted of 105 respondents who were users of the Traveloka application in Bekasi City. This research uses multivariate statistical analysis (SEM) techniques to process research data. This research found that there is an influence of brand image on purchasing decisions, but social media has no influence on purchasing decisions. The same results show that buying interest influences purchasing decisions. Other findings show that brand image influences purchasing decisions through purchasing interest, but other findings show that social media has no influence on purchasing decisions through purchasing interest. This research focuses on the influence of brand image and social media marketing on purchasing decisions which are mediated by purchasing interest. This research also focuses on discussing users of the Traveloka application in Bekasi City to see how the Trevaloka application can be of interest to consumers. Theoretically, this research has an improvement research side where this research model has never been examined before during the researcher's research.

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