Pengaruh Product Quality, Social Media Marketing, dan Perceived Value Terhadap Purchase Decision (Studi pada Pengguna Produk Smartphone di DKI Jakarta)

  • Chandra K
  • P A
  • Sari D
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Abstract

This study aims to determine the effect of product quality, social media marketing, and perceived value on purchase decisions, and the indirect effect of product quality and social media marketing on purchase decisions through perceived value. This research uses quantitative methods. The data collection method in this study used a survey method by distributing questionnaire instruments. The object of this research is respondents who are product users as well as social media followers from Realme. The number of respondents in this study was 249 people. The data analysis technique in this study will be analyzed using the SEM assisted by the SPSS Version 25.0 and Lisrel 8.8 applications. The results of hypothesis testing indicate that there is a positive and significant relationship between all hypotheses. Keywords: Product Quality, Social Media Marketing, Perceived Value, Purchase Decision   Penelitian ini bertujuan untuk mengetahui pengaruh langsung product quality, social media marketing, dan perceived value terhadap purchase decision, serta pengaruh tidak langsung product quality dan social media marketing terhadap purchase decision melalui perceived value. Penelitian ini menggunakan metode kuantitatif. Metode pengumpulan data pada penelitian ini menggunakan metode survey dengan menyebarkan instrumen kuesioner. Objek penelitian ini adalah responden yang merupakan pengguna produk sekaligus pengikut media sosial dari Realme. Jumlah responden pada penelitian ini adalah sebanyak 249 orang. Teknik analisis data pada penelitian ini akan dianalisis dengan menggunakan SEM dengan dibantu oleh aplikasi SPSS Versi 25.0 dan Lisrel 8.8. Hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh hubungan positif dan signifikan pada semua hipotesis. Kata kunci: Product Quality, Social Media Marketing, Perceived Value, Purchase Decision

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APA

Chandra, K. A., P, A. K. R., & Sari, D. A. P. (2022). Pengaruh Product Quality, Social Media Marketing, dan Perceived Value Terhadap Purchase Decision (Studi pada Pengguna Produk Smartphone di DKI Jakarta). Jurnal Bisnis, Manajemen, Dan Keuangan, 3(2), 444–455. https://doi.org/10.21009/jbmk.0302.09

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