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The Influence Of Social Media Marketing And Brand Image Based On Global Market Orientation On Purchasing Decisions At Login Coffeeshop, Cikalongwetan District, West Bandung Regency

Author


Fauzan Abdallah(1Mail), Deni Solihin(2),
(1) Universitas Wanita Internasional, Jalan Pasir Kaliki No. 179, Kota Bandung, Provinsi Jawa Barat, Indonesia,
(2) Universitas Wanita Internasional, Jalan Pasir Kaliki No. 179, Kota Bandung, Provinsi Jawa Barat, Indonesia,

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Available online: 2026-11-02  |  Published : 2026-11-02
Copyright (c) 2026 Fauzan Abdallah, Deni Solihin
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Abstract


This study aims to describe Social Media Marketing, Brand Image, and consumer purchasing decisions, as well as to analyze the relationship between Social Media Marketing and Brand Image, and to examine the partial and simultaneous effects of Social Media Marketing and Brand Image on consumer purchasing decisions at Login CoffeeShop, Cikalongwetan District, West Bandung Regency, based on a global market orientation. This study employed an explanatory research method with a quantitative approach to explain the relationships among the research variables. The sampling technique used was non-probability sampling with a purposive sampling method, while data were collected through observations, interviews, literature reviews, and questionnaires distributed to Login CoffeeShop customers who met the research criteria. Data were analyzed using descriptive statistical analysis, validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation and coefficient of determination analyses, as well as partial (t-test) and simultaneous (F-test) hypothesis testing using IBM SPSS Statistics 27 software. The results indicate that Social Media Marketing, Brand Image, and purchasing decisions are all categorized as high. Furthermore, both Social Media Marketing and Brand Image, individually and simultaneously, have a significant effect on consumer purchasing decisions at Login CoffeeShop, Cikalongwetan District, West Bandung Regency.

Keywords


Social Media Marketing, Brand Image, Purchasing Decisions, Global Market Orientation.

References


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