PENGARUH SOCIAL MEDIA MARKETING, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FASHION SMBD APPAREL (Survei pada Konsumen SMBD Apparel di Kabupaten Sleman)

BAIHAQI, AHNAF WIJDAN (2023) PENGARUH SOCIAL MEDIA MARKETING, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FASHION SMBD APPAREL (Survei pada Konsumen SMBD Apparel di Kabupaten Sleman). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

iv
PENGARUH SOCIAL MEDIA MARKETING, HARGA, DAN
KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN
PADA PRODUK FASHION SMBD APPAREL
(Survei pada Konsumen SMBD Apparel di Kabupaten Sleman)
AHNAF WIJDAN BAIHAQI
NIM 141190194
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
ahnafwib@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing, Harga,
dan Kualitas Produk terhadap Keputusan Pembelian. Penelitian ini merupakan
penelitian survei, menggunakan alat pengumpulan data berupa kuisioner. Populasi
serta sampel pada penelitian ini sebanyak 133 responden di Kabupaten Sleman,
menggunakan data primer dengan metode purposive sampling. Kriteria responden da-
lam penelitian ini konsumen merupakan konsumen yang berdomisili di Kabupaten
Sleman, konsumen sedang dalam proses keputusan pembelian SMBD Apparel, mem-
iliki pertimbangkan pemasaran yang dilakukan pada social media serta memiliki per-
timbangan terkait harga dalam membeli produk fashion, dan Mempertimbangkan
kualitas produk SMBD Apparel saat akan melakukan keputusan pembelian. Teknik
analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian menun-
jukkan bahwa: 1) Secara bersama-sama social media marketing, harga, dan kualitas
produk mempunyai pengaruh signifikan terhadap keputusan pembelian, 2) Social me-
dia marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, 3)
Harga berpengaruh positif dan signifikan terhadap keputusan pembelian, 4) Kualitas
produk berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci: Social Media Marketing, Harga, Kualitas Produk, Keputusan Pembelian
v
INFLUENCE SOCIAL MEDIA MARKETING, PRICE, AND
PROUCT QUALITY ON PURCHASING DECISIONS
ON SMBD APPAREL FASHION PRODUCTS
(Survey of SMBD Apparel Consumers in Sleman Regency)
AHNAF WIJDAN BAIHAQI
NIM 141190194
Management Study Program
Faculty of Economics and Business UPN “Veteran” Yogyakarta
ahnafwib@gmail.com
ABSTRACT
Research This study aims to determine the effect of Social Media Marketing, Price, and
Product Quality on Purchasing Decisions. This research is a survey research, using
data collection tools in the form of questionnaires. Population and sample in this study
were 133 respondents in Sleman Regency, using primary data with purposive sampling
method. The criteria for respondents in this study are consumers who live in Sleman
Regency, consumers are in the process of purchasing decisions for SMBD Apparel,
have consideration of marketing carried out on social media and have an considera-
tions related to price in buying fashion products, and consider the quality of SMBD
Apparel products when making purchases. The data analysis technique used is multiple
linear regression. The results showed that: 1) By together social media marketing,
price, and product quality have a significant influence on purchasing decision, 2) So-
cial media marketing has a positive and significant effect on purchasing decisions, 3)
Price has a positive and significant effect on purchasing decisions, 4) Product quality
has a positive and significant effect on purchasing decisions.
Keywords: Social Media Marketing, Price, Product Quality, Purchase Decisions

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Social Media Marketing, Price, Product Quality, Purchase Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eko Yuli
Date Deposited:	08 Sep 2023 03:15
Last Modified:	08 Sep 2023 03:15
URI:	http://eprints.upnyk.ac.id/id/eprint/37416

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