PENGARUH SOCIAL MEDIA MARKETING, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The development of the business world makes market competition more competitive with various kinds of innovations that exist in various company products today. The purpose of the following research is to see if there is an effect of Social Media Marketing, Product Quality and Service Quality on Purchasing Decisions at Evira Batik Surabaya. The population of this study were all customers of Evira Batik Surabaya with 96 respondents as the research sample. Analysis data was achieved with multiple linear regression. The results showed that social media marketing as well as product quality and service quality had a significant effect on purchasing decisions at Evira Batik Surabaya. In addition, in the simultaneous hypothesis test, these three variables have a significant influence on purchasing decisions