Pengaruh Social Media Marketing, Celebrity Endorser, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Toko Roti Ketawa Siantar Waka Waka di Kota Pematangsiantar

Abstract

Along with developments in the times that influence consumers' desires and needs, currently bread is starting to be popular at all levels of society, making business opportunities for this industry increasingly growing in society and giving rise to competition between businesses that produce bread. This study aims to determine and analyze the influence of Social Media Marketing, Celebrity Endorser, and Product Quality on consumer Purchasing Decisions at Siantar Waka Waka Bakery in Pematangsiantar. The population in this study were consumers of Roti Ketawa Siantar Waka Waka Bakery Shop in Pematangsiantar. The number of samples in this study were 140 people with sampling technique using purposive sampling, and processed using the SPSS program. The data analysis technique used is multiple linear regression analysis. The result of this study show that partially the variables of Social Media Marketing, Celebrity Endorser, and Product Quality have a positive and significant effect on consumer Purchasing Decisions at Siantar Waka Waka Bakery in Pematangsiantar. Simultaneous tests show that simultaneously the variables of Social Media Marketing, Celebrity Endorser, and Product Quality have a positive and significant effect on consumer Purchasing Decisions.