Wahyuaji, Muhammad Adrian Reza (2025) Pengaruh Citra Perusahaan Dan Sosial Media Marketing Terhadap Keputusan Pembelian Produk PT. Yusuf Mamlaka Mubarokah Di Bojonegoro. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Digital transformation has rapidly advanced, encouraging companies to utilize social media as a strategic tool for building their corporate image and influencing consumer purchasing decisions. This study aims to analyze the effect of corporate image and social media marketing on purchasing decisions for products offered by PT. Yusuf Mamlaka Mubarokah in Bojonegoro. The research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to 100 respondents who were customers of the company. The results indicate that corporate image has a positive and significant influence on purchasing decisions, with impression, trust, and consumer attitudes serving as the dominant factors. In addition, social media marketing was also found to significantly affect purchasing decisions through indicators such as educational content, audience engagement, and integrated promotional strategies. These findings reinforce the importance of optimizing corporate image and implementing effective social media marketing strategies to enhance consumer appeal and loyalty. The implications of this study are expected to serve as a strategic reference for PT. Yusuf Mamlaka Mubarokah and similar agribusiness entities in strengthening their competitive position in the digital era. Keywords: Corporate Image, Social Media Marketing, Purchasing Decision, Agribusiness.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Muhammad Adrian Reza Wahyuaji | ||||||||
| Date Deposited: | 19 Nov 2025 03:51 | ||||||||
| Last Modified: | 19 Nov 2025 03:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46842 |
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