Pengaruh Sosial Media Marketing, Harga dan Kaulitas Produk terhadap Keputusan Pembelian Produk SK_Cllo Bekasi

Nurhasanah, Siti (2025) Pengaruh Sosial Media Marketing, Harga dan Kaulitas Produk terhadap Keputusan Pembelian Produk SK_Cllo Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the influence of Social Media Marketing, Price and Product Quality on Product Purchase Decisions Sk_cllo Bekasi. This study uses a quantitative approach with primary and secondary data sources. The population in this study is consumers Sk_cllo Bekasi with a sample of 120 respondents. The data collection technique used questionnaires and Library Research and the sampling technique used purpose sampling using the respondent criteria, namely female consumers, who had made purchases in Sk_cllo Bekasi, aged 17-35 years and domiciled in Bekasi City. The results of the research of the partial test (t-test) of the Social Media Marketing variable with a significant level of 5% showed a significant result of 0.011 < 0.05 which means that the Social Media Marketing variable has a significant effect on the purchase decision. Meanwhile, the results of the partial test (t-test) of Price with a significance level of 5% show a significance result of 0.020 < 0.05 which means that the price has an effect and is significant on the purchase decision and the results of the partial test (t-test) of Product Quality with a significance level of 5% show a significance result of 0.000 < 0.05 which means that Product Quality has an effect and is significant on the purchase decision. For the simultaneous test (f-test) with a significance level of 5%, the results of .000b < 0.05 mean that Social Media Marketing, Price and Product Quality simultaneously affect the purchase decision of Sk_cllo Bekasi products, and at the determination coefficient (,R-2.) of 0.467 means that social media marketing, price and product quality contribute 46.7% in influencing purchase decisions and the remaining 54.3% are influenced by other variables such as: brand image, word of mouth and customer trust.

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