Pengaruh promosi sosial media instagram dan kualitas produk terhadap keputusan pembelian konsumen pada produk Coffee Toffee Surabaya

ALIM, NUR (2021) Pengaruh promosi sosial media instagram dan kualitas produk terhadap keputusan pembelian konsumen pada produk Coffee Toffee Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

Perkembangan internet di Indonesia meningkat pesat membuat perusahaan harus mengambil peluang dan mengikuti kemajuan e-commerce, penelitian ini bertujuan untuk menguji pengaruh variabel promosi media sosial instagram dan kualitas produk terhadap keputusan pembelian. Teknik sampling menggunakan purposive sampling dengan kriteria: responden yang berusia minimal 17 dan pernah melihat halaman Instagram @toffeecoffee.idn. jumlah responden sebanyak 70 orang. Variabel bebas promosi media sosial instagram dan kualitas produk, sedang variabel terikat berupa keputusan pembelian. Teknik analisis menggunakan regresi linear berganda. Sebelum pengujian hipotesis dilakukan uji validitas dan reliabilitas. Hasilnya menunjukkan seluruh variabel valid dan reliable. Hasil analisis regresi linear berganda menunjukkan bahwa variabel promosi media sosial instagram berpengaruh signifikan terhadap keputusan pembelian. Kata kunci : promosi medsos instagram, kualitas produk dan keputusan pembelian. The development of the internet in Indonesia is increasing fastly make companies have to take opportunities and follow the progress of e-commerce advances, this research aims to examine the influence of instagram social media promotion variables and product quality on the purchasing decisions. The sampling method used purposive sampling with the provision of : respondents who are at least 17 years old and have seen the Instagram page @ toffeecoffee.idn. the number of respondents are 70 people. The independent variable is Instagram social media promotion and product quality, while the dependent variable is purchase decision. The analysis technique uses multiple linear regression. Before testing hypothesis the validity and reliability are tested. The results show all valid and reliable variables. The results of multiple linear regression analysis show that the Instagram social media promotion variable has a significant effect on purchasing decisions. Keywords : instagram social media promotion, product quality and purchase decision.

Item Type:	Thesis (Bachelor (S1))
Additional Information:	Promosi media sosial instagram, Kualitas produk dan Keputusan pembelian.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Alim Nur
Date Deposited:	18 Mar 2021 01:43
Last Modified:	18 Mar 2021 01:43
URI:	http://erepository.uwks.ac.id/id/eprint/8264

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