THE DETERMINANTS OF WATCH PURCHASE DECISIONS (A STUDY ON CONSUMERS OF THE TIME DEPT IN DENPASAR CITY)

The development of the fashion industry, especially watch accessories, in Indonesia is increasing rapidly. This makes business carry out various strategies for selling, one of which is the social media advertising. This research aimed to examine and explain the effect of social media advertising on purchase decision by adding brand image as a mediating variable on The Time Dept’s consumers in Denpasar. Using descriptive quantitative approach, data was gathered through non-probability sampling method by using purposive-sampling technique from 100 consumers of The Time Dept in Denpasar through questionnaires. Data analysis was conducted by using SEM-PLS with the assistance of SmartPLS software version 4. The results show that social media advertising has a significant effect on brand image, brand image has a significant effect on purchase decision, but social media advertising does not significantly affect purchase decision. However, the effect of social media advertising on purchase decision can be fully-mediated by brand image on The Time Dept’s consumer in Denpasar.