PENGARUH SOSIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI LALIA FASHION BIMA DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI

This study aims to determine the influence of social media marketing and product quality on purchase decisions at LaLia Fashion Bima, with brand image as a mediating variable. The research was conducted on 210 consumers of LaLia Fashion Bima using an accidental sampling technique. Data collection was carried out using a questionnaire. The data analysis technique employed path analysis with the SEM-AMOS method using AMOS software. The results of this study indicate that social media marketing and product quality significantly influence purchase decisions, social media marketing and product quality significantly influence brand image, brand image significantly influences purchase decisions, and social media marketing and product quality significantly influence purchase decisions through brand image as a mediating variable.