Pengaruh Media Sosial Dan Kualitas Produk Terhadap Keputusan Pembelian Di Kedai Es Teh Aimas

Vica Ramadhani (Program Studi Ekonomi Syariah, Fakultas Syariah dan Dakwah Institut Agama Islam Negeri (IAIN) Sorong)

At-Thariqah Jurnal Ekonomi
Vol. 6 No. 1 (2026): At-Thariqah: Jurnal Ekonomi

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.