PENGARUH PRODUCT QUALITY, SOCIAL MEDIA MARKETING, DAN PRODUCT INNOVATION TERHADAP CUSTOMER PURCHASE DECISION (Studi pada Produk PIXY Two Way Cake di E-Commerce Shopee)

DIANTI, ANANDHITA WAHYU SETYA (2025) PENGARUH PRODUCT QUALITY, SOCIAL MEDIA MARKETING, DAN PRODUCT INNOVATION TERHADAP CUSTOMER PURCHASE DECISION (Studi pada Produk PIXY Two Way Cake di E-Commerce Shopee). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of product quality, social media marketing, and product innovation on customer purchase decisions. The research employed a purposive sampling approach with a population consisting of Shopee users residing in DKI Jakarta who have purchased PIXY Two Way Cake products through the Shopee e-commerce platform. Data were collected through an online questionnaire distributed via Google Forms. The study applied a quantitative data analysis using SmartPLS 4.0. The findings reveal that product quality has a positive and significant effect on customer purchase decisions, social media marketing has a positive and significant effect on customer purchase decisions, while product innovation has a positive but insignificant effect on customer purchase decisions. Keywords: Product Quality, Social Media Marketing, Product Innovation, Customer Purchase Decision Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh product quality, social media marketing, dan product innovation terhadap customer purchase. Penelitian ini menggunakan pendekatan purposive sampling dengan populasi yang terdiri atas seluruh pengguna Shopee yang berdomisili di DKI Jakarta dan pernah membeli produk PIXY Two Way Cake di e-commerce Shopee. Data penelitian dikumpulkan melalui penyebaran kuesioner secara daring menggunakan platform Google Form. Penelitian ini menggunakan analisis data kuantitatif dengan menggunakan program SmartPLS 4.0. Berdasarkan hasil penelitian didapatkan hasil bahwa product quality berpengaruh positif dan signifikan terhadap customer purchase decision, social media marketing berpengaruh positif dan signifikan terhadap customer purchase decision dan product innovation berpengaruh positif dan tidak signifikan terhadap customer purchase decision. Kata Kunci: Product Quality, Social Media Marketing, Product Innovation, Customer Purchase Decision

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010297
Uncontrolled Keywords:	Product Quality, Social Media Marketing, Product Innovation, Customer Purchase Decision
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	04 Feb 2026 04:55
Last Modified:	04 Feb 2026 04:55
URI:	http://repository.mercubuana.ac.id/id/eprint/100835

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