PENGARUH KUALITAS PRODUK DAN PROMOSI MEDIA ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM OLAHAN PANGAN DI PERKOTAAN (Studi Kasus Konsumen Produk UMKM Kecamatan Sukmajaya, Kota Depok)


Vera Agustina Yanti(1*)

(1) Universitas Bina Sarana Informatika,  
(*) Corresponding Author

Abstract


Tujuan Penelitian ini yaitu untuk menganalisis Sejauh mana hubungan variabel X1 Kualitas Produk berpengaruh pada Variabel Y Keputusan Pembelian dan variabel X2 Promosi melalui media online berhubungan terhadap Keputusan Pembelian Metode Kuantitatif Analisis SEM PLS dengan populasi 57 uji sample 50 responden pada konsumen produk UMKM pada kota Depok Kec Sukmajaya Depok dengan Teknik pengambilan sample purposive sampling dan hasil Olah data Uji Validity dan reliability telah memenuhi dan Uji R square sebesar 0.59 atau 59 persen variabel X1 dan X2 mempengaruhi Varibel Y keputusan pembelian sisanya dipengaruhi variabel lain dan Uji parsial uji T X1 kualitas berpengaruh positif significan Variabel X2 , Promosi melalui media online berpengaruh positif tetapi tidak Significan.

Keywords


Kualitas Produk, Promosi Media Online, Keputusan Pembelian.

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DOI: https://doi.org/10.15575/jim.v5i2.38896

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