Pengaruh Media Sosial Dan Kualitas Produk Terhadap Minat Beli Kerupuk Umma Aisya Palangka Raya

Abstract

This research is motivated by the contradiction between the decline in sales volume of Umma Aisya Kitchen's Kerupuk Basah (wet crackers) in Palangka Raya City and its product quality potential, coupled with the underutilized social media marketing. Conducted at the Umma Aisya Kitchen production house in Palangka Raya, Central Kalimantan, this study aims to analyze the partial and simultaneous effects of social media and product quality on consumer purchase intention using a quantitative method with a causal approach. By employing the Lemeshow formula, a sample of 68 respondents was selected through a purposive sampling technique. The model was tested using multiple linear regression analysis via SPSS version 25 software, after fulfilling all classical assumption pre-requisites. The descriptive analysis indicates that all variables—social media (X1), product quality (X2), and purchase intention (Y)—fall into the high category. Furthermore, the inferential test results (t-test and F-test) demonstrate that social media (t=5.323) and product quality (t=3.127) exert a positive and significant partial effect on purchase intention. Simultaneously, both variables account for a 47.7% variance in purchase intention. These findings underscore that strengthening digital promotion strategies, balanced with maintaining product quality, serves as the primary key to escalating consumer purchase intention. In conclusion, consumer purchase intention (Y) is confirmed to be positively and significantly influenced by social media (X1) and product quality (X2), both partially and simultaneously.