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All Journal Jurnal Mandiri Jurnal Madani Indonesian Journal of Society Engagement (IJSE) SOCIORA: The Journal of Social Sciences, Economics, and Humanities
Syamruddin Syamruddin
Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian pada Family Telor Cisoka, Tangerang Siska Ramadianti; Syamruddin Syamruddin
Ilmu Sosial, Ekonomi, dan Humaniora Vol 2 No 2: April 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/sociora.v2i2.54

Abstract

This study aims to determine the influence of product quality and promotion, both partially and together, on purchasing decisions at Family Telor Cisoka Tangerang. The method used a quantitative method. The population in this study was 16,046 Family Telor purchases. Using the Slovin formula, the number of samples in this study was 16,046 people. In the calculation of the Slovin formula, the result was 100, which means that researchers neede 100 sample for this study. Data processing in this study used software assistance, namely statistical Product and service solutions (SPSS 26). The analysis techniques used include validity test, reliability test, classical assumption test, simple linear regression analysis, multiple linear regression analysis, correlation coefficient analysis, determination coefficient analysis, t test and F test. The results of the study explained that there was an influence of product quality on purchasing decisions at Family Telor Cisoka Tangerang as evidenced by the significance. (0.000) <0.05 and the t-count value (18.971>1.660), There was an influence of Promotion on purchasing decisions at Family Telor Cisoka Tangerang as evidenced by the significance. (0.000) <0.05 and the t-count value (41.543>1.660), There is an influence of product quality and promotion together on purchasing decisions at Family Telor Cisoka Tangerang as evidenced by the significance. (0.000) <0.05 and the F-count value (101.615>3.09) with an influence contribution of 0.954 or 95.4%. The results of the study concluded that there was a positive and significant influence, both partially and simultaneously, between product quality and promotion on purchasing decisions at the Cisoka Tangerang Egg Family. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan promosi baik secara parsial maupun secara bersama-sama terhadap Keputusan Pembelian pada Family Telor Cisoka Tangerang. Metode yang digunakan adalah metode kuantitatif. Populasi dalam penelitian ini adalah pembelian Family Telor yang berjumlah sebanyak 16.046 orang, dengan menggunakan rumus slovin jumlah sampel dalam penelitian ini adalah 16.046 orang, Pada perhitungan rumus Slovin tersebut didapatkan hasil sebesar 100, yang diartikan bahwa peneliti membutuhkan 100 sampel untuk penelitian ini. Pengolahan data pada penelitian ini menggunakan bantuan software yaitu statistical Product and service solutions (SPSS 26). Teknik analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier sederhana, analisis regresi linier berganda, analisis koefisien korelasi, analisis koefisien determinasi, uji t dan uji F. Hasil penelitian menujukkan bahwa terdapat pengaruh kualitas produk terhadap keputusan pembelian pada Family Telor Cisoka Tangerang dibuktikan dengan nilai signifikansi. (0,000) < 0,05 dan nilai thitung (18,971>1,660), Terdapat pengaruh Promosi terhadap keputusan pembelian pada Family Telor Cisoka Tangerang dibuktikan dengan nilai signifikansi. (0,000) < 0,05 dan nilai thitung (41,543>1,660), Terdapat pengaruh kualitas produk dan promosi secara bersama-sama terhadap keputusan pembelian pada Family Telor Cisoka Tangerang dibuktikan dengan nilai signifikansi. (0,000) < 0,05 dan nilai Fhitung (101,615>3,09) dengan kontribusi pengaruh sebesar 0,954 atau 95,4%. Hasil penelitian disimpulkan bahwa terdapat pengaruh yang positif dan signifikan baik secara parsial maupun simultan antara kualitas produk dan promosi terhadap keputusan pembelian pada Famliy Telor Cisoka Tangerang. Kata Kunci: kualitas  produk; promosi; keputusan pembelian
Pengaruh Harga Dan Kualitas Makanan Terhadap Keputusan Pembelian Konsumen Pada Warunk Container 79 Kota Depok Yulia Rahel; Syamruddin Syamruddin
Ilmu Sosial, Ekonomi, dan Humaniora Vol 2 No 4: Oktober 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/sociora.v2i4.122

Abstract

This research aims to analyze the effect of price and food quality on consumers’ purchase decisions at Warunk Container 79 in Depok City. The study uses an associative quantitative approach to examine the relationship between price, food quality, and purchase decision. The population consists of 7,837 consumers who made purchases at Warunk Container 79 during 2019–2023. The sampling technique was probability sampling with simple random sampling, resulting in 99 respondents determined using the Slovin formula.Data were collected through questionnaires using a Likert scale. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation analysis, coefficient of determination analysis, and hypothesis testing using t-test and F-test with SPSS version 26. The results show that price (X1) and food quality (X2) have a positive effect on purchase decisions (Y), as indicated by the regression equation Y = 8.956 + 0.278X1 + 0.239X2. The simultaneous correlation coefficient value of 0.766 indicates a very strong relationship between the independent variables and the dependent variable. The coefficient of determination shows that price and food quality simultaneously contribute 58.7% to purchase decisions, while the remaining 41.3% is influenced by other variables. The F-test results show an Fcount value of 68.209, which is greater than the Ftable value of 3.09, with a significance level of 0.000 < 0.05. This confirms that price and food quality simultaneously have a significant effect on consumers’ purchase decisions at Warunk Container 79 in Depok City and provide managerial implications for restaurant business development strategies. Abstrak Penelitian ini bertujuan untuk menguji pengaruh harga dan kualitas makanan terhadap keputusan pembelian konsumen pada Warunk Container 79 Kota Depok. Jenis penelitian asosiatif dengan pendekatan kuantitatif. Sampel yang digunakan adalah konsumen yang pernah melakukan pembelian di Warunk Container 79 pada tahun 2019-2023 yang berjumlah 7.837 orang. Teknik pengambilan sampel menggunakan probability sampling (khususnya simple random sampling) dengan jumlah sampel sebanyak 99 responden yang dihitung menggunakan rumus Slovin.Teknik pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan Skala Likert. Analisis data meliputi uji instrumen (validitas dan reliabilitas), uji asumsi klasik, analisis regresi linear berganda, analisis koefisien korelasi, koefisien determinasi, serta uji hipotesis (uji t dan uji f) menggunakan perangkat lunak SPSS versi 26. Hasil penelitian regresi linier berganda menunjukkan bahwa harga (X1​) dan kualitas makanan (X2​) berpengaruh positif terhadap keputusan pembelian (Y) Y=8,956+0,278X1​+0,239X2​. Nilai koefisien korelasi secara simultan sebesar 0,766 menunjukkan adanya hubungan yang sangat kuat antara variabel bebas dan variabel terikat. Nilai determinasi bergandan menunjukkan kontribusi pengaruh secara simultan sebesar 0,587 atau 58,7%, sedangkan sisanya sebesar 41,3% dipengaruhi oleh faktor lain di luar penelitian ini. Berdasarkan hasil uji hipotesis secara simultan (uji F), diperoleh nilai  sebesar 68,209 yang lebih besar dari ​ 3,09 dengan nilai signifikansi 0,000 < 0,050, sehingga H0​ ditolak dan Ha​ diterima. Hal ini berarti terdapat pengaruh yang signifikan secara simultan antara harga dan kualitas makanan terhadap keputusan pembelian konsumen pada Warunk Container 79, Kota Depok. Kata Kunci: harga; kualitas makanan; keputusan pembelian
Pelatihan Penulisan Artikel dan Publikasi Jurnal bagi Mahasiswa/Mahasiswi Politeknik LP3I Jakarta Kampus Ciputat, Kota Tangerang Selatan Johan Maulana; Syamruddin Syamruddin; Kamsidik Kamsidik
Indonesian Journal of Society Engagement Vol. 6 No. 2: Agustus 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/ijse.v6i2.240

Abstract

This Community Service (PkM) was carried out with the aim of providing understanding and provisions to students of the LP3I Jakarta Polytechnic, Ciputat Campus, South Tangerang City regarding article writing and easy tips for publication in journals. Thus, students are able to create quality articles that can penetrate scientific journals. The PkM method includes partner situation analysis, problem identification, problem-solving solutions, preparation for implementation, implementation of activities as well as evaluation, reporting, and output. The results of this PkM show an increase in participant knowledge, ability to draft scientific articles, use citation tools, proficiency in using the mendeley application, and ability to submit to journals. Then the interest in publications increases and the strengthening of academic networks is increasing. Abstrak Pengabdian kepada Masyarakat (PkM) ini dilaksanakan bertujuan untuk memberikan pemahaman dan bekal kepada mahasiswa dan mahasiswi Politeknik LP3I Jakarta Kampus Ciputat,  Kota Tangerang Selatan mengenai penulisan artikel dan tips mudah untuk publikasi pada jurnal. Dengan demikian mahasiswa dan mahasiswi mampu membuat artikel yang berkualitas sehingga bisa tembus pada jurnal ilmiah. Metode PkM ini meliputi analisis situasi mitra, identifikasi masalah, solusi pemecahan masalah, persiapan pelaksanaan, pelaksanaan kegiatan serta evaluasi, pelaporan, dan luaran. Hasil PkM menunjukkan adanya peningkatan pengetahuan peserta, mampu dalam menyusun draf artikel ilmiah, penggunaan alat bantu sitasi, mahir dalam menggunakan aplikasi mendeley, dan mampu melakukan submission pada jurnal. Kemudian minat publikasi meningkat dan penguatan jejaring akademik yang semakin banyak. Kata Kunci: pelatihan; artikel; publikasi; jurnal
Pelatihan Penulisan Artikel dan Publikasi Jurnal bagi Mahasiswa dan Mahasiswi di Kota Tangerang Selatan Jakariah Jakariah; Syamruddin Syamruddin; Ahmad Yani Nasution
Indonesian Journal of Society Engagement Vol. 6 No. 3: Desember 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/ijse.v6i3.274

Abstract

This Community Service (PkM) was carried out with the aim of providing understanding and provisions to male and female students in South Tangerang City regarding article writing and easy tips for publication in journals. Thus, male and female students are able to create quality articles that can penetrate scientific journals. The PkM method includes partner situation analysis, problem identification, problem-solving solutions, preparation for implementation, implementation of activities as well as evaluation, reporting, and output. The results of this PkM show an increase in participant knowledge, ability to draft scientific articles, use citation tools, proficiency in using the Mendeley Application, and ability to submit to journals. Then, interest in publications increases and the strengthening of academic networks is increasingly numerous. Abstrak Pengabdian kepada Masyarakat (PkM) ini dilaksanakan bertujuan untuk memberikan pemahaman dan bekal kepada mahasiswa dan mahasiswi yang ada di  Kota Tangerang Selatan mengenai penulisan artikel dan tips mudah untuk publikasi pada jurnal. Dengan demikian mahasiswa dan mahasiswi mampu membuat artikel yang berkualitas sehingga bisa tembus pada jurnal ilmiah. Metode PkM ini meliputi analisis situasi mitra, identifikasi masalah, solusi pemecahan masalah, persiapan pelaksanaan, pelaksanaan kegiatan serta evaluasi, pelaporan, dan luaran. Hasil PkM ini menunjukkan adanya peningkatan pengetahuan peserta, mampu dalam menyusun draf artikel ilmiah, penggunaan alat bantu sitasi, mahir dalam menggunakan Aplikasi Mendeley, dan mampu melakukan submission pada jurnal. Kemudian minat publikasi meningkat dan penguatan jejaring akademik yang semakin banyak. Kata Kunci: pelatihan; artikel; publikasi; jurnal
SWOT Analysis of the Muhammad Sholahuddin Albimawi Education Foundation, South Tangerang City Syamruddin Syamruddin; Jakariah Jakariah; Ahmad Yani Nasution
Jurnal MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi Vol 9 No 2: Desember 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/mandiri.v9i2.383

Abstract

The purpose of this study is to observe and understand the internal and external conditions through the strengths, weaknesses, opportunities, and threats that exist at the Muhammad Sholahuddin Albimawi Education Foundation, South Tangerang City. This study uses a mixed method. While the data analysis techniques include SWOT Analysis, IFE Matrix Analysis, EFE Matrix Analysis, IE Matrix Analysis, SWOT Matrix, and SWOT Analysis Diagram. The results of the study show that in the IFE Matrix the strengths and weaknesses have a total score of 3.34. Then in the EFE Matrix the opportunities and threats have a total score of 3.09. Based on the IE Matrix, the company's position is in cell I (Strong) where it shows the appropriate strategy is to grow and develop (growth and build). This means that this strategy is adjusted to the strengths of the internal side of the foundation to take advantage of the right opportunities to gain benefits for the foundation. While in the SWOT Matrix using the SO, WO, ST, and WT formulas, twelve strategies are obtained. The results of the SWOT Analysis Diagram show that the company is in quadrant II, namely carrying out a product diversification strategy.
Chatime Living World Kota Wisata Cibubur, Bogor Business Investigation Using SWOT Analysis Syamruddin Syamruddin
Jurnal MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi Vol 8 No 1: Juni 2024
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/mandiri.v8i1.288

Abstract

This study aims to investigation the Chatime Living World Kota Wisata business, Cibubur, Bogor. The study used a mixed method. Data analysis techniques include SWOT Analysis, IFE Matrix Analysis, EFE Matrix Analysis, IE Matrix Analysis, SWOT Matrix, and SWOT Analysis Diagram. The results of the study showed that the IFE Matrix strengths and weaknesses with a score of 3.96. Then in the EFE Matrix opportunities and threats with a score of 3.96. Based on the IE Matrix, the position of the company in cell I shows that the appropriate strategy is to grow and develop (growth and build) which means that this strategy is adjusted to the strengths of the company's internal side to take advantage of the right opportunities to gain benefits for the company. While in the SWOT Matrix using the SO, WO, ST, and WT formulas, twenty strategies were obtained. The results of the SWOT Analysis Diagram show that the company is in quadrant I, namely supporting an aggressive strategy.
Strategi Pemasaran Air Mineral dalam Kemasan pada PT Viura Indo Tirta, Bogor Menggunakan Metode Analisis SWOT Syamruddin Syamruddin; Gin Gin Ginanjar
Jurnal MADANI: Ilmu Pengetahuan, Teknologi, dan Humaniora Vol. 9 No. 1: Maret 2026
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/madani.v9i1.560

Abstract

The objective of this study is to assess the internal and external conditions of PT Viura Indo Tirta, Bogor by identifying its strengths, weaknesses, opportunities, and threats, thereby enabling the formulation of an appropriate marketing strategy using SWOT analysis. The study employs a mixed-methods approach. Data analysis techniques include SWOT analysis, IFE Matrix analysis, EFE Matrix analysis, IE Matrix analysis, the SWOT Matrix, and the SWOT analysis diagram. Results from the IFE Matrix indicate a total score of 3.07 for strengths and weaknesses, while the EFE Matrix shows a total score of 3.20 for opportunities and threats. The IE Matrix places the company in Cell I (Strong), indicating that a "growth and build" strategy is appropriate; this entails leveraging internal strengths to capitalize on suitable opportunities, thereby generating profit for the company. Meanwhile, the SWOT Matrix—utilizing SO, WO, ST, and WT strategies—yielded 12 strategic options. Finally, the SWOT analysis diagram positions the company in Quadrant I, calling for an aggressive strategy focused on expansion and growth. Abstrak Tujuan dari penelitian ini adalah untuk mengetahui kondisi internal dan eksternal melalui kekuatan, kelemahan, peluang, dan ancaman yang ada pada  PT Viura Indo Tirta, Bogor. Sehingga bisa menentukan strategi pemasaran yang tepat berdasarkan metode Analisis SWOT Penelitian ini menggunakan metode campuran (mixed methods). Sedangkan teknik analisis data meliputi Analisis SWOT, Analisis Matriks IFE, Analisis Matriks EFE, Analisis Matriks IE, Matriks SWOT, dan Diagram Analisis SWOT. Hasil penelitian menunjukkan pada Matriks IFE kekuatan dan kelemahan dengan total skor 3,07. Kemudian pada Matriks EFE peluang dan ancaman dengan total skor 3,20. Berdasarkan Matriks IE, posisi perusahaan berada di sel I (Kuat) di mana memperlihatkan strategi yang sesuai adalah tumbuh dan kembangkan (growth and build). Hal ini berarti strategi ini disesuaikan dengan kekuatan dari sisi internal perusahaan untuk memanfaatkan peluang yang tepat. Sehingga bisa mendapatkan keuntungan bagi perusahaan. Sedangkan pada Matriks SWOT dengan menggunakan rumus SO, WO, ST, dan WT diperoleh 12 strategi. Adapun hasil Diagram Analisis SWOT menunjukkan bahwa perusahaan pada posisi Kuadran I  yaitu melakukan strategi agresif, ekspansi, dan tumbuh (growth and build strategy). Kata Kunci: Strategi Pemasaran, Manajemen Strategi Analisis SWOT, AMDK
How Existing Conditions in Madrasah Tsanawiyah (MTs) Al Mursyidiyyah, South Tangerang City? Investigations with Using SWOT Analysis Syamruddin Syamruddin; Mustika Mustika
Jurnal MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi Vol 9 No 1: Juni 2025
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/mandiri.v9i1.321

Abstract

This study aims to determine the current conditions at Madrasah Tsanawiyah (MTs) Al Mursyidiyyah, South Tangerang City. The method used in this study is mixed. While the data analysis techniques use SWOT Analysis, IFE Matrix Analysis, EFE Matrix Analysis, IE Matrix Analysis, SWOT Matrix, and SWOT Analysis Diagram. The results of the study show that the IFE Matrix has a score of 3.29 for strengths and weaknesses. Then, in the EFE Matrix, opportunities and threats have a score of 3.24. Based on the IE Matrix, the company's position in cell I shows that the appropriate strategy is to grow and develop (growth and build), which means this strategy is adjusted to the strengths of the company's internal side to take advantage of the right opportunities to gain benefits for the company. While in the SWOT Matrix using the SO, WO, ST, and WT formulas, twelve strategies are obtained. The results of the SWOT Analysis Diagram show that the company is in quadrant I, namely carrying out and supporting an aggressive strategy.
Pengaruh Kualitas Produk dan Live Streaming terhadap Keputusan Pembelian pada Aplikasi TikTok Shop Account @By.Sharaofficial Siti Nurhalizah; Syamruddin Syamruddin
Ilmu Sosial, Ekonomi, dan Humaniora Vol 3 No 1: Januari 2026
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/sociora.v3i1.52

Abstract

This study aims to determine the effect of product quality and live streaming on purchasing decisions on the TikTok Shop account @by.sharaofficial. This research uses a quantitative method with a descriptive approach and multiple linear regression analysis. The sampling technique used is purposive sampling with a total of 100 respondents who are consumers of TikTok Shop @by.sharaofficial. The results of the regression test show that Product Quality and Live Streaming simultaneously have a significant effect on Purchasing Decisions (F count = 60.581; sig. 0.000). Partially, Product Quality (t count = 6.034; sig. 0.000) and Live Streaming (t count = 4.104; sig. 0.000) have a significant effect. The coefficient of determination (R²) value is 0.555, meaning that 55.5% of purchasing decisions are influenced by these two variables. It can be concluded that Product Quality and Live Streaming have a positive and significant effect on Purchasing Decisions on the Application TikTok Shop Account @By.Sharaofficial. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan live streaming terhadap keputusan pembelian pada aplikasi TikTok Shop account @by.sharaofficial. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dan analisis regresi linier berganda. Pengambilan sampel dilakukan menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen TikTok Shop @by.sharaofficial. Hasil uji regresi menunjukkan bahwa Kualitas Produk dan Live Streaming secara simultan berpengaruh signifikan terhadap Keputusan Pembelian (F hitung = 60,581; sig. 0,000). Secara parsial, Kualitas Produk (t hitung = 6,034; sig. 0,000) dan Live Streaming (t hitung = 4,104; sig. 0,000) berpengaruh signifikan. Nilai koefisien determinasi (R²) sebesar 0,555, artinya 55,5% keputusan pembelian dipengaruhi oleh kedua variabel tersebut. Dapat disimpulkan bahwa Kualitas Produk dan Live Streaming berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian pada Aplikasi TikTok Shop Account @By.Sharaofficial. Kata Kunci: kualitas produk; live streaming; keputusan pembelian
Pengaruh Harga dan Promosi di Media Sosial terhadap Keputusan Pembelian pada Iga Pochie The Icon BSD, Kota Tangerang Selatan Zacky Zildjian Alfarabi; Syamruddin Syamruddin
Ilmu Sosial, Ekonomi, dan Humaniora Vol 3 No 2: April 2026
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/sociora.v3i2.70

Abstract

The purpose of this research was to analyze the effect of Price, and Promotion on Media Social on Purchase Decisions at Iga Pochie The Icon BSD, both partially and simultaneously. A quantitative approach was employed, involving a sample of 100 respondents selected using the Rao Purba’s formula. Data were collected through questionnaires and analyzed using SPSS version 27 Slovin. The analytical techniques used included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination, and hypothesis testing (t-test and F-test). The results indicate that, partially Price (X1) variable has a significant effect on Purchase Decisions (Y) (t value = 14.854 > t table = 1.661), and Promotion on Meia Social (X2) (t value = 6,968 > t table = 1.661). Simultaneously, Price and Promotion on Media Social have a significant effect on purchase decisions, as indicated by the (F value = 111.008 > F table = 3.090). In conclusion, Price, and romoionon Media Social significantly effect consumers' purchase decisions, both partially and simultaneously, at Iga Pochie The Icon BSD.   Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Harga, dan Promosi di Media Sosial terhadap Keputusan Pembelian pada Iga Pochie The Icon BSD, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 100 responden yang diperoleh menggunakan rumus Slovin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner, dan analisis data menggunakan SPSS versi 27. Pengujian data dilakukan melalui uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linier berganda, koefisien korelasi, koefisien determinasi, dan uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial, variabel Harga (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y) (t hitung 14,854 > t tabel 1,661), dan Promosi di Media Sosial (X2) memberikan pengaruh signifikan (t hitung 6,968 > t tabel 1,661). Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap keputusan pembelian (F hitung 111,008 > F tabel 3,090). Dengan demikian Harga, dan Promosi di Media Sosial secara parsial maupun simultan memiliki pengaruh signifikan terhadap keputusan pembelian konsumen pada Iga Pochie The Icon BSD. Kata Kunci: harga; promosi di media sosial; keputusan pembelian
Co-Authors Ahmad Yani Nasution Ahmad Yazid Al-Bustomi Ali Maddinsyah Andi Sopandi Fachry Abda El Rahman Fathur Rahman Gatot Kusjono Gin Gin Ginanjar Iman Lubis Jakariah Jakariah Johan Maulana Kamsidik Kamsidik Khuzaifah Mohammad Harqom Laila Miftahriani Mustika Mustika Nurwijayanti Oki Iqbal Khair Riri Trinanda Ruknan Ruknan Sembiring, Rinawati Siska Ramadianti Siti Nurhalizah Sri Sukapti Sugeng Widodo Yulia Rahel Zacky Zildjian Alfarabi Zakia Dwi Nurhalizah