The Effect of Social Media Marketing, Brand Image, and Price on Purchase Decisions among Generation Z Consumers

Abstract

This study aims to analyze the effect of Social Media Marketing, Brand Image, and Price on Purchase Decisions among Generation Z consumers at Unics Vape Indonesia, Ampenan Branch, Mataram. This research employed a quantitative approach. The population consisted of consumers who had purchased vape products at Unics Vape Indonesia, Ampenan Branch, Mataram, with an unknown population size. A total of 165 respondents were selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression. The results showed that Social Media Marketing had a positive but insignificant effect on Purchase Decisions, with a regression coefficient of 0.129, t-value of 1.710, and significance level of 0.089. Meanwhile, Brand Image and Price had significant effects on Purchase Decisions. Simultaneously, Social Media Marketing, Brand Image, and Price had a significant effect on Purchase Decisions, with an F-value of 100.055 and a significance level of less than 0.001. The coefficient of determination (R²) was 0.651, indicating that 65.1% of the variation in Purchase Decisions was explained by the three independent variables. These findings indicate that Price was the most dominant factor influencing Purchase Decisions, followed by Brand Image.