PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN SEPEDA LISTRIK UNITED BIKE DI KOTA TANGERANG SELATAN)

Abstract

This study aims to determine product quality, price perseption and social media marketing  on purchasing decisions for Consumer United Bike in West Tangerang Selatan. This type of quantitative research. The population in this study is unknown. The sample used in this study was 97 respondents, using the accidental sampling method and using the Lemeshow formula. In this study, data were analyzed using the SPSS version 26 program and Microsoft Excel 2019. The results showed that simultaneously product quality, price perception, and Social Media Marketing had a significant effect on purchasing decisions. Partially, product quality has a significant effect on purchasing decisions, partially price perseption have a significant effect on purchasing decisions, and Social Media Marketing partially have a significant effect on purchasing decisions.