Pengaruh Kualitas Produk Dan Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Di Hans Street Cafe
##plugins.themes.bootstrap3.article.main##
Abstract
This study aims to determine the influence of product quality on purchase decisions and to determine the influence of promotion through Instagram social media on purchase decisions at Hans Street Cafe. The sampling technique used was the purposive sampling technique, the sample used was 96 respondents of Hans Street Cafe consumers while the analysis tools used were multiple linear regression analysis, classical assumption test, t test, f test and determination coefficient (R2). Based on the results of the study, it is known that the Product Quality variable (X1) has a positive and significant influence on Purchase Decisions (Y) of 0.420 and significance of 0.000. Promotion Through Instagram Social Media (X2) also has a positive and significant influence on Purchase Decisions (Y) of 0.540 and significance of 0.000. Simultaneously, the two variables, namely Product Quality (X1) and Promotion Through Instagram Social Media (X2), have a positive and significant influence on Purchase Decisions at Hans Street Cafe.
##plugins.themes.bootstrap3.article.details##
Asiah, R. B., & Manap, A. (2024). Pengaruh Promosi Melalui Media Sosial Instagram Dan Kualitas Produk Terhadap Keputusan Pembelian Online di E-Commerce S hopee. Journal Of Social Science Research, 4(1), 6753–6766.
Asrulla, & R. (2023). Populasi dan Sampling (Kuantitatif), Serta Pemilihan Informan Kunci (Kualitatif) dalam Pendekatan Praktis. . . Jurnal Pendidikan Tambusai, 26320–26332. https://www.researchgate.net/publication/386875018
Galy, Y. A., & Rahmadsyah, A. (2025). Pengaruh Promosi Social Media Instagram Dan Inovasi Produk Terhadap Keputusan Pembelian Umkm Cemil-Cemilku Di Pematangsiantar. Jurnal Ikraith-Ekonomika, 8(3), 878–886. https://doi.org/10.37817/ikraith-ekonomika.v8i3
Ghozali, H. I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 ((9th ed.)). Badan Penerbit Universitas Diponegoro.
Harefa, H. S., & Sari, S. N. (2024). Pengaruh Promosi Melalui Media Sosial Terhadap Keputusan Berkunjung Pemustaka Pada Perpustakaan Umum Kota Tasikmalaya. Jurnal Kajian Kepustakawanan, 6(2), 287 –299.
Haruna, C. W., Patwayati, Isalman, Mahrani, S. W., Ittaqullah, N., & C. (2025). The Influence Of Product Quality And Instagram Social Media On Purchase Decision Through Brand Awareness At Galeri Dua Sinar Coffee Shop. Halu Oleo Management and Business Journal, 2(1), 45–53.
Kotler, P., & Keller, K. L. (2016). Marketing Management ((15th ed.)). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17e Global Edition). Pearson Education Limited.
Setiyana, Y., & Widyasari, S. (2019). Pengaruh Kualitas Produk, Ekuitas Merek dan Gaya Hidup Terhadap Proses Keputusan Pembelian Produk Honda Vario (Studi Pada Dealer CM Jaya Kota Rembang).
Siahaan, S. D. N., & Putriku, A. E. (2021). Analisis Pengaruh Harga, Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian. Journal of Business and Economics Research (JBE), 2(2), 31–35.
Sihotang, G. F., Caniago, A. H., Ramadhani, F., & Rezeki, S. (2025). Pengaruh Influencer Sebagai Strategi Pemasaran Terhadap Keputusan Pembelian Konsumen : Studi Kasus Brand Skintific. Jurnal Inovasi Manajemen Dan Kewirausahaan, 6(2), 105–124. https://ejurnals.com/ojs/index.php/jimk
Soesana, A., Subakti, H., Karwanto, Fitri, A., Kuswandi, S., Sastri, L., Falani, I., Aswan, N., Hasibuan, F. A., & Lestari, H. (2023). Metodologi Penelitian Kuantitatif. Yayasan Kita Menulis.
Sugiyono. (2023). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (Sutopo, Ed.; 2nd ed.). Alfabeta. www.cvalfabeta.com
Wahyuni, R. S., & Mutsanna, A. S. (2026). Pengaruh Promosi Media Sosial dan Endorsement Food Content Creator terhadap Keputusan Pembelian. Jurnal Inovasi Bisnis Manajemen Dan Akuntansi, 4(1). www.journal.inovatif.co.id