PENGARUH KUALITAS PRODUK, HARGA, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN STICK (KARICA) RAJUNGAN UD DIANA DESA KERTASADA KECAMATAN KALIANGET KABUPATEN SUMENEP

Tegar Dwi Yanto; Rusnani Rusnani

doi:10.24929/missy.v7i1.5220

Tegar Dwi Yanto Universitas Wiraraja
Rusnani Rusnani Universitas Wiraraja

DOI: https://doi.org/10.24929/missy.v7i1.5220

Keywords: Kualitas Produk; Harga; Media Sosial; Keputusan Pembelian, kualitas Produk, Hualitas Produk, harga, Media sosial, keputusan pembelian

Abstract

This study examines the influence of product quality, pricing, and social media on the purchase decisions of Karica crab stick products at UD Diana, located in Kertasada Village, Kalianget District, Sumenep Regency. The purpose of this research is to determine the extent to which product quality, price, and social media individually and simultaneously affect consumer purchasing decisions. This research uses a quantitative approach by distributing questionnaires to 105 respondents who are regular consumers of UD Diana. The sampling technique used is non probability sampling, with respondents required to be at least 17 years old and have purchased the product at least three times. Data were analyzed using multiple linear regression with IBM SPSS Statistics 25 software. The partial test (t-test) results show that: 1) product quality has a significant influence on purchase decisions, 2) price has a significant negative influence, and 3) social media also significantly affects consumer decisions. Meanwhile, the simultaneous test (F-test) confirms that these three variables collectively have a significant impact. The coefficient of determination indicates that 18.3% of the variation in purchasing decisions can be explained by the independent variables in this study.

References

Aghitsni, W. I., & Busyra, N. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kendaraan Bermotor Di Kota Bogor. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 38–51. https://doi.org/10.31955/mea.v6i3.2271
Aliyah, K. A. (2017). Pengaruh Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Dengan Viral Marketing Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Sfa Steak & Resto Karanganyar). Insitut Agama Islam Negeri Surakarta.
Arfah, Y. (2022). Keputusan pembelian produk. PT Inovasi Pratama Internasional.
Ausa’ie, M. R., & Astuti, T. D. (2024). The Influence of Product Quality, Product Price, and Social Media Martketing on Purchase Decision of Wardah Products. JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 9(3), 710–717.
Hapsari, R., Ratnawati, K., & Anggraeni, R. (2020). Entrepreneurial Marketing. Universitas Brawijaya Press.
Ibrahim, M., & Thawil, S. M. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175–182.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kotler, P., & Keller, K. L. (2016). Marketing Management, New Jersey: Pearson Pretice Hall. Inc.
Kumbara, V. B. (2021). Determinasi nilai pelanggan dan keputusan pembelian: Analisis kualitas produk, desain produk dan endorse. Jurnal Ilmu Manajemen Terapan, 2(5), 604–630.
Permatasari, E., Luthfiana, H., Pratama, N. A., & Ali, H. (2022). Faktor-Faktor Yang Mempengaruhi Pembelian Ulang: Promosi, Harga Dan Produk (Literature Review Perilaku Konsumen). Jurnal Ilmu Manajemen Terapan, 3(5), 469–478.
Priadana, M. S., & Sunarsi, D. (2021). Metode penelitian kuantitatif. Pascal Books.
Putri, C. N. (2023). Literature Review: Pengaruh Kebijakan Kompensasi, Motivasi, Dan Benefit Terhadap Kepuasan Kerja Dan Retensi Pengemudi Grab: Studi Kasus Di Kota Bekasi. Jurnal Ekonomi, Manajemen Dan Akuntansi, 1(5), 53–58.
Rahman, D., & Kurniawati, D. (2021). Pemanfaatan Media Sosial Bagi Pengembangan Pemasaran UMKM (Studi Deskriptif Kualitatif Pada Distro Di Kabupaten Sumenep). Wacana Equiliberium, 9(2), 112–122.
Rusnani, R. (2014). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pembaca Di Perpustakaan Daerah Kabupaten Sumenep. PERFORMANCE “ Jurnal Bisnis & Akuntansi,” 4(1). https://doi.org/10.24929/feb.v4i1.79
Saputri, S. F., Sukoco, H., Farisi, H., Yuliana, A., & Andini, M. (2024). Pengaruh Promosi Media Sosial , Kualitas Produk , dan Harga terhadap Keputusan Pembelian ( Studi Kasus Toko Kue Keikeu ) The Influence of Social Media Promotion , Product Quality , and Price on Purchasing Decisions ( Case Study of Keikeu Cake Shop ). November, 6424–6434.
Wahab, A., & Mahdiya, I. (2023). Peran Lembaga Keuangan Syariah Terhadap Pertumbuhan UMKM Dalam Revitalisasi Ekonomi Pembangunan Di Indonesia. Islamadina : Jurnal Pemikiran Islam, 24(1), 109. https://doi.org/10.30595/islamadina.v24i1.11713
Wulandari, E., Andayani, S., Chairuz, U., & Nasution, M. (2022). Pengaruh Kualitas Produk, Harga Dan Promosi Media Sosial Terhadap Keputusan Pembelian Produk Lacoco Skincare Pada Stokis Cabang Surabaya. Seminar Peningkatan Sitasi Internasional, 1(1), 31–35.