THE INFLUENCE OF SOCIAL MEDIA CONTRIBUTION, BRAND AMBASSADOR, SERVICE QUALITY, CONSUMER TRUST, AND BRAND IMAGE ON PURCHASE DECISIONS FOR TELKOMSEL OPERATOR SERVICES
DOI:
https://doi.org/10.36982/jeg.v10i1.5235Abstract
Objective: This research aims to see the influence of the contribution of social media, brand
ambassadors, service quality, consumer trust and brand image together on purchasing decisions among
PGRI West Sumatra Economics students.
Design/Methods/Approach: This research uses a quantitative type of research. The population in this
study were all Economic Education Students Class of 2022 at PGRI University, West Sumatra. Data
analysis techniques used in this research are Descriptive Analysis, Inductive Analysis, Multiple Linear
Regression Analysis, Determination Analysis (R²), Hypothesis Testing.
Findings: Based on the data analysis results, the following conclusions can be drawn: 1) Social Media has
a positive and significant effect on Purchase Decision, with a coefficient value of 0.181. 2) Brand
Ambassador does not have a significant effect on Purchase Decision, with a coefficient value of 0.044. 3)
Service Quality does not have a significant effect on Purchase Decision, with a coefficient value of 0.272.
4) Consumer Trust has a positive and significant effect on Purchase Decision, with a coefficient value of
0.222. 5) Brand Image does not have a significant effect on Purchase Decision, with a coefficient value of
0.074. 6) Social Media, Brand Ambassador, Service Quality, Consumer Trust, and Brand Image together
have an effect on Purchase Decision, where F-count (6.090) > F-table (2.317), with a coefficient of
determination (R2) value of 0.255. This means that Social Media, Brand Ambassador, Service Quality,
Consumer Trust, and Brand Image influence Purchase Decision by 25.50%, with the remaining 74.50%.
Originality/Value: This study employs model feasibility tests, namely the Maximum Likelihood Test and
the Ramsey RESET Test. These tests aim to identify the model parameters that are most likely to generate
the observed data and to assess whether the regression model used is correctly specified or suffers from
specification errors.
Practical/Policy implication: This research is beneficial for understanding the influence of Social Media,
Brand Ambassadors, Service Quality, Consumer Trust, and Brand Image on the Purchase Decision of
Telkomsel Operator Services. Additionally, it provides insights into the theory of Purchase Decision and
the factors that influence it.
Key Words: social media, brand ambassador, service quality, consumer trust, image, purchasing decisions
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Copyright (c) 2025 Muhammad Azizi*, Jimi Ronald, Yosi Eka Putri
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