Pengaruh Kualitas Produk dan Promosi Media Sosial Terhadap Keputusan Pembelian pada Produk Arafa Hijab

Abstract

Products are goods or services that are created to meet human needs and provide value so as to provide satisfaction to consumers. To introduce products, companies need to carry out marketing which aims to influence consumers to make purchases so they can gain profits. This study uses a quantitative method with a causal associative relationship. The data in the study were obtained through Arafa Hijab consumer responses through a questionnaire that was selected as a sample. Using the Roscoe technique using simple random sampling, a total of 60 research samples were obtained and processed using multiple linear regression analysis. The results stated that there was a significant effect of product quality and social media promotion on purchasing decisions on Arafa Hijab products. Based on this, it is hoped that Arafa Hijab can maintain product quality and continue to upgrade promotional strategies such as working with celebrity endorsers to help increase sales.