The Influence of Rebranding and Social Media Marketing on Purchase Decisions at CV Agam AC in Banjarbaru City, South Kalimantan


Authors : Dony Pradana; Nuruni Ika Kusuma W

Volume/Issue : Volume 9 - 2024, Issue 11 - November

Google Scholar : https://tinyurl.com/mthfjhyx

Scribd : https://tinyurl.com/3vxzkz3z

DOI : https://doi.org/10.5281/zenodo.14292983

Abstract : This study aims to analyze the influence of rebranding and social media marketing on purchase decisions at CV Agam AC in Banjarbaru, South Kalimantan. Using a quantitative approach with a sample of 100 respondents selected through purposive sampling, the study employed SmartPLS software for data analysis. The results indicate that rebranding has a positive and significant effect on purchase decisions, as does social media marketing. Both variables were found to significantly influence consumer purchase decisions at CV Agam AC.

Keywords : Rebranding; Social Media Marketing; Purchase Decision.

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This study aims to analyze the influence of rebranding and social media marketing on purchase decisions at CV Agam AC in Banjarbaru, South Kalimantan. Using a quantitative approach with a sample of 100 respondents selected through purposive sampling, the study employed SmartPLS software for data analysis. The results indicate that rebranding has a positive and significant effect on purchase decisions, as does social media marketing. Both variables were found to significantly influence consumer purchase decisions at CV Agam AC.

Keywords : Rebranding; Social Media Marketing; Purchase Decision.

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