PENGARUH KUALITAS PRODUK DAN PROMOSI MELALUI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI VLAWLESS KEFIR KOTA BENGKULU

Abstract

This study aims to determine the effect of product quality and promotion through social media on Vlewless Kefir purchasing decisions in Bengkulu City. This type of research is a quantitative descriptive research, the object of this research is the consumer of Vlewless Kefir in Bengkulu City. The sampling method uses a non-probabilty technique, namely accidental sampling. The number of respondents in this study were 75 people. Methods of data collection using a questionnaire. The data analysis technique is using Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely t-test and f-test. The results of this study can be concluded that the Product Quality variable has a positive effect on Purchase Decisions, Social Media Promotion has a positive effect on Purchase Decisions, and Product Quality and Social Media Promotion together have a positive and significant effect on Purchase Decisions. Keywords: Product Quality, Social Media Promotion, Purchase Decision