The Effect Of Product Quality, Price, And Social Media Marketing On Purchasing Decisions For Naish Pudding Products In Pontianak City

This study aimed to analyze the effects of product quality, price, and social media marketing on purchase decisions among Naish Pudding consumers in Pontianak City. A quantitative, causal-associative approach was employed. The sample comprised 100 consumers selected through purposive sampling, based on three criteria: being at least 18 years old, having independently purchased Naish Pudding products, and knowing of or following Naish Pudding's social media accounts. Data were collected using questionnaires and analyzed through multiple linear regression in SPSS. The simultaneous test showed that product quality, price, and social media marketing were jointly significant predictors of purchase decisions (F = 15.340; p < 0.001). Individually, product quality (t = 2.750; p = 0.007), price (t = 2.188; p = 0.031), and social media marketing (t = 2.175; p = 0.032) had positive and significant regression coefficients. Product quality had the largest standardized beta coefficient (β = 0.294). The multiple correlation coefficient (R = 0.569) indicated a moderate association, while R² = 0.324 showed that the three predictors explained 32.4% of the variation in purchase decisions; the remaining 67.6% was not explained by the model. These findings highlight the relevance of consistent product quality, price suitability, and social media management to consumer purchase decisions.