Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Dengan Promosi Media Sosial Sebagai Variabel Mediasi
(Studi Kasus: Pasar Seni Guwang)
DOI:
https://doi.org/10.55826/jtmit.v5i1.1534Keywords:
Brand Image, Harga, Promosi Media Sosial, Keputusan Pembelian, Pasar Seni GuwangAbstract
Penelitian ini bertujuan menganalisis pengaruh brand image dan harga terhadap keputusan pembelian dengan promosi media sosial sebagai variabel mediasi pada Pasar Seni Guwang, Gianyar, Bali. Penelitian menggunakan metode kuantitatif dengan pendekatan survei. Sampel terdiri dari 200 wisatawan yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan: (1) harga berpengaruh positif dan signifikan terhadap keputusan pembelian (β=0,476; p<0,05); (2) brand image berpengaruh negatif dan signifikan terhadap keputusan pembelian (β=-0,234; p<0,05); (3) promosi media sosial tidak berperan sebagai mediator dalam hubungan brand image maupun harga terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa pada konteks pasar seni tradisional, persepsi harga yang kompetitif lebih menentukan keputusan pembelian wisatawan dibandingkan brand image, sementara pengalaman langsung lebih berpengaruh daripada promosi digital.
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