The Influence of Social Media Influencer and Product Quality on Purchase Decisions (Case Study on Promotion of Hand & Body Lotion Scarlett Whitening in Instagram)

Abstract

With the rapidly increasing technology, information is easily accessible via the internet and social media platforms, especially Instagram. Social media has become one of the digital platforms that businesses use for media promotion and product sales. One of the factors that influence success in business is promotion and product quality. This study aims to determine the effect of social media influencers and product quality on purchasing decisions (a case study on the promotion of hand & body lotion Scarlett whitening on Instagram). This study uses a quantitative method with descriptive analysis type of research. The data analysis technique used is multiple linear regression. The sample in this study amounted to 385 respondents and the sampling was done by using method non probability sampling. The results of the descriptive analysis showed that the variables social media influencer, product quality and purchasing decisions were in the good category. The results of multiple regression analysis showed that the variables showed that variables social media influencer and product quality had a significant effect on purchasing decisions, the amount of which had a significant effect on purchasing decisions by 82.7% and 17.3% were influenced by other variables outside of this study.