The Role of Social Media Marketing, Brand Image and Products Quality on Purchasing Decisions of SMES Online Shop in Indonesia SME Products to Support the 2030 Sustainable Development Goals (SDGs)
Year: 2025
Type: article
Study design: Observational Study
Abstract: Objectives: The purpose of this study is to analyze the relationship between social media and purchasing decisions at the online store, analyze the relationship between brand image and purchasing decisions at the online store and analyze the relationship between product quality and purchasing decisions at the online store The Sustainable Development Goals (SDGs) era. Theoretical Framework: The results of previous studies have stated that social media marketing, brand image and product quality have a positive correlation with purchasing decisions in online stores. This study aims to confirm the results of previous studies or theories and whether they are still relevant in the era of sustainable development goals (SDGs). Method: This research was conducted on online shop users with various types of online shop members. Data collection was carried out by providing a questionnaire in the form of a Google form distributed through several social media for 3 weeks as a target sample. The researcher distributed the questionnaire to 543 prospective online shop user respondents. The analysis method uses a quantitative approach. The data was processed using the PLS (Partial Least Square) method of data analysis, and data processing was carried out with Smart PLS 3.0 software. The analysis steps include testing the outer and inner models. Results and Discussion: The results of this study are that social media has a positive relationship with purchasing decisions at the online store, brand image has a positive relationship with purchasing decisions at the online store and product quality has a positive relationship with purchasing decisions at the online store. Research Implications: The theoretical implication of this study is to support the results of previous studies stating that social media marketing, brand image and product quality have a positive correlation with purchasing decisions in online stores. The practical implication of this study is to increase consumer buying interest; online shops should implement social media marketing and product quality and create a good brand image. Originality/Value: The novelty of this research is the formation of a new correlation model between social media marketing variables, brand image and product quality with purchasing decisions in online stores during the Sustainable Development Goals (SDGs) era.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407868298