ANALISIS PENGARUH MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ZAP CLINIC DI JAKARTA SELATAN (Studi Kasus ZAP Clinic Cabang PIM)

Abstract

This study aims to analyze the influence of social media and brand image on consumer purchase decisions at ZAP Clinic in Jakarta. The population consists of consumers in South Jakarta who have used or are currently using ZAP Clinic’s services. A sample of 100 respondents was selected using purposive sampling. Primary data were collected through a questionnaire and analyzed using multiple linear regression with SPSS version 25. The results indicate that social media and brand image simultaneously have a significant effect on consumer purchase decisions, with a coefficient of determination (R2) of 0.811, meaning that 81.1% of the variation in purchase decisions can be explained by these two variables. Partially, social media has a positive and significant effect on purchase decisions (β = 0.602; p < 0.05), as does brand image (β = 0.342; p < 0.05). These findings suggest that digital marketing strategies through social media and consistent efforts to strengthen a professional and trustworthy brand image are crucial in influencing consumer behavior in the aesthetic services industry. Keywords: Social Media, Brand Image, Purchase Decision, ZAP Clinic, Digital Marketing