Pengaruh Social Media Marketing, Inovasi Produk, dan Brand Image Terhadap Keputusan Pembelian Susu UHT Cimory

This study aims to analyze the influence of social media marketing, product innovation, and brand image affect the decision to buy Cimory UHT milk. The target population in this research consists of students from Universitas Putra Bangsa. The sample used consist of 100 respondents, and data collection was done through questionnaires. The data analysis methods employed include validity and reliability tests of the instruments, classical assumption tests, multiple linier regression analysis, hypothesis testing, simultaneous testing, and the coefficient of determination test. The data was processed using SPSS for Windows version 25.0. The research findings indicate that: (1) Social Media Marketing has a positive effect on Purchase Decision, (2) Product Innovation has no effect on Purchase Decision, (3) Brand Image has a positive effect on Purchase Decision, (4) Social Media Marketing, Product Innovation, and Brand Image collectively have a positive effect on Purchase Decision. The implications of this research are that Cimory to improve the content on social media, to create packaging design innovations and hold seminars for Gen Z to enhance a positive brand image.