PENGARUH BRAND IMAGE DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN (Study pada Konsumen Produk Body Butter The Body Shop Malang)

The purpose of this study was to examine the effect of brand image and social media on purchasing decisions (study on consumers of body butter products The Body Shop Malang). The population in this study are consumers of body butter products The body shop. The number of samples in this study were 108 respondents. The data used is the result of distributing questionnaires to consumers. The analysis technique used is multiple linear regression analysis. The sampling technique was quota sampling with the criteria of consumers ranging in age from 18-55 years old, familiar with The Body Shop's body butter products, and consumers who had purchased The Body Shop's body butter products for the first time. Data processing using SPSS. The test results from this study indicate that brand image and social media variables have a significant and positive effect on purchasing decisions for body butter products The body shop, and the variable that has a dominant influence on purchasing decisions for body butter Body shop products is brand image