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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Prycillia Putri Dwi Vani
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya Medan
Economics, Econometrics & Finance

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The Influence of Social Media Marketing and Product Diversity on Honda Motorcycle Purchase Interest at PT. Berlian Bintang Mas Prycillia Putri Dwi Vani; Dian Setyorini; Hommy Dorthy Ellyany Sinaga; Edwin Sugesti Nasution; Fery Wahyudi
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10155

Abstract

This study aims to determine the simultaneous and partial influence of social media marketing and product diversity on purchase intention at PT. Berlian Bintang Mas. Data were obtained from 110 respondents, customers of PT. Berlian Bintang Mas, using purposive sampling. Data analysis used multiple linear regression with the model: purchase intention = 1.678 + 0.268 social media marketing + 0.449 product diversity + e. The results indicate that partially, social media marketing and product diversity have a positive and significant influence on purchase intention, as evidenced by a significance value below 0.05 and a calculated t-test greater than the t-table, as evidenced by an F-value of 1647.489 with a significance below 0.05. The coefficient of determination (R²) of 0.969 indicates that 96.9% of the variation in purchase intention can be explained by social media marketing and product diversity, while the remaining 3.1% is influenced by other factors outside this research model.
Co-Authors Dian Setyorini Edwin Sugesti Nasution Fery Wahyudi Hommy Dorthy Ellyany Sinaga