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All Journal At-Thariqah Jurnal Ekonomi
Vica Ramadhani
Program Studi Ekonomi Syariah, Fakultas Syariah dan Dakwah Institut Agama Islam Negeri (IAIN) Sorong
Decision Sciences, Operations Research & Management

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Pengaruh Media Sosial Dan Kualitas Produk Terhadap Keputusan Pembelian Di Kedai Es Teh Aimas Vica Ramadhani
At-Thariqah: Jurnal Ekonomi Vol. 6 No. 1 (2026): At-Thariqah: Jurnal Ekonomi
Publisher : Prodi Ekonomi Syariah IAIN Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47945/at-thariqah.v6i1.3340

Abstract

This study aims to analyze the influence of social media and product quality on consumer purchasing decisions using a quantitative approach. Data were obtained from 97 respondents and analyzed using multiple linear regression. The results indicate that both social media and product quality have a positive and significant effect on purchasing decisions, whether analyzed individually or simultaneously. Product quality exerts a more dominant influence than social media. Together, these two variables explain 78.1% of the variation in purchasing decisions (R² = 0.781). These findings highlight the importance of consistently maintaining product quality and strategically utilizing social media to enhance consumer purchasing decisions.
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