Pengaruh Kualitas Produk, Harga, Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Nona Nia Roti Binjai

Abstract

This study aims to determine and analyze the effect of product quality, price, and social media marketing on purchasing decisions at Nona Nia Roti Binjai. This study is a quantitative study. The population in this study were consumers who had shopped at Nona Nia Roti Binjai. The number of samples in this study was 90 people with a sampling technique using non-probability sampling with accidental sampling. The criteria for consumers who buy directly or online at Nona Nia Roti Binjai Store. The data analysis used was multiple linear regression analysis. Data processing in the study used SPSS 25. The results of this study indicate that simultaneously product quality, price, and social media marketing have a positive and significant effect on purchasing decisions. Partially, product quality, price, and social media marketing have a positive and significant effect on purchasing decisions at Nona Nia Roti Binjai. Based on the coefficient of determination, the independent variable is able to influence the dependent variable by 82.1%.