ANALISIS PRODUCT KNOWLEDGE, BRAND IMAGE, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SEPATU VENTELA KECAMATAN LOWOKWARU KOTA MALANG

Consumers now have wider access to find information about products and services before deciding to make a purchase. This research aims to: (1) Determine whether product knowledge affects purchase decisions. (2) Knowing whether brand image affects purchasing decisions. (3) Find out whether social media marketing affects purchase decisions. This research is a quantitative research. The population in this study is the community in Lowokwaru District, Malang City. The sample of this study is consumers of Ventela shoes, and have used Ventela shoes. The sample in this study was 114 respondents which was determined through a formula according to Ferdinand. The results of data analysis using SPSS prove that there is a partial positive and significant influence between product knowledge and brand image variables on purchase decisions in Ventela shoe consumers, Lowokwaru District, Malang City, while social media marketing does not have a partial positive and significant influence on purchase decisions in Ventela shoe consumers, Lowokwaru District, Malang City. The product knowledge variable has a dominant value compared to other independent variables with a value of 0.235.