Pengaruh Social Media Marketing Dan Product Quality Terhadap Purchase Intention Konsumen Produk Hawwa Passion Bengkulu

Shela Novaliani Dwi Rahmadani; Merta  Kusuma; Tezar  Arianto

doi:10.62820/trt.v9i2.206

Penulis

Shela Novaliani Dwi Rahmadani Universitas Muhammadiyah Bengkulu
Merta Kusuma Universitas Muhammadiyah Bengkulu
Tezar Arianto Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.62820/trt.v9i2.206

Kata Kunci:

Product Quality, Purchase Intention, Social Media Marketing

Abstrak

This study analyzes the effect of social media marketing and product quality on consumers' purchase intention for Hawwa Passion products in Bengkulu. A descriptive quantitative approach was employed with 96 consumers selected through simple random sampling. Data were collected through preliminary interviews and a Likert-scale questionnaire, then analyzed using instrument testing, classical assumption tests, multiple linear regression, the coefficient of determination, t-tests, and an F-test. The results show that social media marketing has a positive and significant effect on purchase intention (t=2.281; p=0.025), as does product quality (t=2.295; p=0.024). Simultaneously, both variables have a significant effect (F=6.929; p=0.002). The R² value of 0.130 indicates that the model explains 13% of the variation in purchase intention. These findings emphasize the importance of informative and consistent social media content and product quality that matches consumer expectations in strengthening purchase intention.

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