PENGARUH PEMASARAN MEDIA SOSIAL, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM GULA MERAH DI DESA SUKA CINTA, KEC SUNGAI ROTAN, KAB MUARA ENIM

ADELIA, ARIVA AMILA (2026) PENGARUH PEMASARAN MEDIA SOSIAL, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM GULA MERAH DI DESA SUKA CINTA, KEC SUNGAI ROTAN, KAB MUARA ENIM. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK ABSTRAK ARIVA AMILA ADELIA, PENGARUH PEMASARAN MEDIA SOSIAL, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN. (Dibawah Bimbingan Ibu Dr.Yolanda Veybitha,SE.,M.Si dan Bapak M.Ridwan, SE., MM). Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial, kualitas produk, dan harga baik secara parsial maupun simultan terhadap Keputusan pembelian pada UMKM gula merah di Desa Suka Cinta, Kecamatan Sungai Rotan, Kabupaten Muara Enim. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi sebanyak 383 konsumen UMKM gula merah, dan sampel yang diambil sebanyak 79 responden dengan rumus Slovin. Teknik pengumpulan data dilakukan melalui kuesioner, wawancara, dan observasi langsung. Analisis data menggunakan uji instrument, uji asumsi, klasik, analisis regresi linear berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa: Secara simultan, pemasaran media sosial, kualitas produk, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai F hitung 41,675 dan signifikansi 0,000 < 0,05. Secara parsial, pemasaran media sosial berpengaruh positif dan signifikan terhadap Keputusan pembelian dengan nilai t hitung 3,236 dan signifikansi 0,000 < 0,05. Secara parsial, kualitas produk berpengaruh positif dan signifikan terhadap Keputusan pembelian dengan nilai t hitung 4,697 dan signifikansi 0,000 < 0,05. Secara parsial, harga berpengaruh positif dan signifikan terhadap Keputusan pembelian dengan nilai t hitung 3,055 dan signifikansi 0,000 < 0,05. Nilai koefisien determinasi sebesar 95,5% menunjukkan bahwa variable penelitian mampu menjelaskan variasi keputusan pembelian, sedangkan sisanya dipengaruhi faktor lain. Kualitas Produk merupakan variable yang memiliki pengaruh paling dominan dibandingkan variable lainnya. Kata Kunci: Pemasaran Media Sosial, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Pada UMKM Gula Merah. ABSTRACT ARIVA AMILA ADELIA. The Influence of Social Media Marketing, Product Quality, and Price on Purchasing Decisions. Supervised by Dr. Yolanda Veybitha, S.E., M.Si. and M. Ridwan, S.E., M.M. This study aims to analyze the influence of social media marketing, product quality, and price, both partially and simultaneously, on purchasing decisions at brown sugar MSMEs in Suka Cinta Village, Sungai Rotan District, Muara Enim Regency. This research employed a quantitative approach with a population of 383 consumers of brown sugar MSMEs. A sample of 79 respondents was selected using the Slovin formula. Data were collected through questionnaires, interviews, and direct observation. The data analysis techniques included instrument testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that, simultaneously, social media marketing, product quality, and price had a positive and significant effect on purchasing decisions, with an F-value of 41.675 and a significance level of 0.000 (< 0.05). Partially, social media marketing had a positive and significant effect on purchasing decisions, with a t-value of 3.236 and a significance level of 0.000 (< 0.05). Product quality also had a positive and significant effect on purchasing decisions, with a t-value of 4.697 and a significance level of 0.000 (< 0.05). Likewise, price had a positive and significant effect on purchasing decisions, with a t-value of 3.055 and a significance level of 0.000 (< 0.05). The coefficient of determination (R²) was 95.5%, indicating that the independent variables explained 95.5% of the variation in purchasing decisions, while the remaining 4.5% was influenced by other factors not examined in this study. Among the independent variables, product quality was found to have the most dominant influence on purchasing decisions. Keywords: Social Media Marketing, Product Quality, Price, Purchasing Decisions, Brown Sugar MSMEs.

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Ny ARIVA AMILA ADELIA
Date Deposited:	30 Jul 2026 06:01
Last Modified:	30 Jul 2026 06:01
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/11146

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