Pengaruh Kualitas Produk dan Social Media Marketing di Instagram terhadap Keputusan Pembelian Hijab Tifa Scarf (Studi pada UMKM Siti Hijab di Pusat Pasar Medan Tahun 2018–2023)

Abstract

This study aims to determine the effect of product quality and Instagram social media marketing on the purchase decision of Tifa Scarf hijabs. This type of research is quantitative. The data used in this study is primary data in the form of a questionnaire with a sample size of 85 Tifa Scarf customers. The analysis technique used is multiple linear regression. The results of this study indicate that product quality has a positive and significant effect on the purchase decision of Tifa Scarf hijabs. Social media marketing has a negative and significant effect on the purchase decision of Tifa Scarf hijabs. Product quality and social media marketing have a positive and significant simultaneous effect on the purchase decision of Tifa Scarf hijabs.