PENGARUH KUALITAS PRODUK, HARGA DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MELATI COFFEE AND BAKERY MEDAN

Abstract

This study aims to test and analyze the influence of product quality, price, and social media marketing on purchasing decisions at Melati Coffee and Bakery Medan. The data used in this study are primary data. The population of this study is consumers who make purchases or who visit Melati Coffee and Bakery Medan and the number of research samples is 96 respondents with the sampling technique used incidental sampling. Data analysis uses SPSS version 25. The analysis techniques used in this study are validity test, reliability, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study obtained the following multiple linear regression equation KPb = 23.425 + 0.251KP - 0.248H + 0.392SMM + ei, which means that product quality and social media marketing have a positive effect on purchasing decisions while price has a negative effect on purchasing decisions at Melati Coffee and Bakery Medan. The partial test results obtained a t-value for product quality of (7.664) > t-table (1.661) with a significance level of 0.000 < 0.05. The calculated t-value for price is (-5.096) < t-value (1.661) with a significance level of 0.000 < 0.05. The calculated t-value for social media marketing is (8.230) > t-value (1.661) with a significance level of 0.000 < 0.05. Simultaneous testing shows an F-value of 73.221 > F-value of 2.70. This means that product quality, price, and social media marketing simultaneously have a significant influence on purchasing decisions at Melati Coffee and Bakery Medan. The coefficient of determination (R2) is 0.70.5. This means that the purchasing decision variable can be explained by product quality, price, and social media marketing by 70.5%, while the remaining 29.5% can be explained by other factors not examined in this study, such as service quality, brand image, and so on