The Influence Of Brand Image And Social Media Marketing On Consumer Satisfaction Mediated By Purchase Decisions On Tiktok Shop
DOI:
https://doi.org/10.61978/data.v2i4.333Keywords:
Brand Image, Marketing, Consumer, Decisions, Tiktok ShopAbstract
This research aims to determine the influence of Brand Image and Social Media Marketing on consumer satisfaction, with purchasing decisions as a mediating variable, on the TikTok Shop platform, the sample of this research is 100 active Tiktok Shop users, the method used is a quantitative method with Structural Equation Modeling analysis techniques (SEM) SmartPLS, the data used is primary and secondary data. The research results show that brand image has a positive and significant influence on consumer satisfaction, social media marketing has no and insignificant influence on consumer satisfaction, brand image has a positive and significant influence on consumer satisfaction mediated by purchasing decisions, social media marketing has a positive and significant influence on consumer satisfaction mediated by purchasing decisions
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