PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA GEPREK BENSU

Abstract

The purpose of this study was to determine the effect of product quality, brand image, and Instagram social media on decisions on Geprek Bensu DKI Jakarta. This research was conducted on consumers of Geprek Bensu Jakarta as many as 100 respondents with the Accidental Sampling method. The analytical method used is multiple regression analysis. Based on the results of the analysis, it can be concluded that, partially, the product quality variable has a significant effect on purchasing decisions of 0.207 with a contribution of 4.28%. There is a significant effect on the variable, brand image on purchasing decisions of 0.223 with a contribution of 4.97%. There is a real influence on the Instagram social media variable on purchasing decisions of 0.212 with a contribution of 4.49%. This the product quality variable, brand image variable, and Instagram social media variable simultaneously have a significant effect on purchasing decisions of 0.446 with a contribution of 19.89%, while the remaining 80.11% is influenced by other variables not included in this research variable.