The Influence of Social Media Marketing and Product Quality on Purchase Decisions in SMEs (Case Study of Pempek Hayra, Bandar Lampung)

Abstract

This study aims to explore the factors that influence purchasing decisions in MSMEs by taking a case study in Pempek Hayra Bandar Lampung, focusing on Social Media Marketing (X1) and Product Quality (X2) as independent variables and Purchase Decision (Y) as a dependent variable in Pempek Hayra MSMEs in Bandar Lampung. Pempek Hayra MSMEs have a strategic role in economic growth, creating jobs, and reducing social inequality. This study was quantitative with a causal method using primary data from a questionnaire to 107 Pempek Hayra customers. The results of this study show that Social Media Marketing does not have a significant effect on Purchase Decisions, while Product Quality has a positive and significant effect. Simultaneously, Social Media Marketing and Product Quality have a significant effect on Purchase Decisions. The conclusion shows that Social Media Marketing does not have a positive impact on the Purchase Decision, while Product Quality has an important role in influencing the Purchase Decision of Pempek Hayra in Bandar Lampung.