PENGARUH MEDIA SOSIAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MIE SAMBAL SPESIAL KOTA PASURUAN

Abstract

Competition in the culinary business drives entrepreneurs to utilize social media and maintain product quality to influence consumer purchasing decisions. This study aims to determine the impact of social media and product quality on purchasing decisions at Mie Sambal Spesial, Pasuruan City. The sample comprises 65 respondents selected using purposive sampling who made at least two purchases between January and April 2026. Data analysis was conducted using multiple linear regression. The results indicate that social media and product quality simultaneously have a positive and significant effect on purchasing decisions, with a significance value of 0.000 (< 0.05) and an R² of 0.819. Individually, social media has a positive and significant effect (sig 0.033 < 0.05), requiring enhanced content and interaction via Reels, Stories, and posts. Meanwhile, product quality also significantly affects purchasing decisions (sig 0.000 < 0.05). Mie Sambal Spesial must consistently maintain product quality to foster satisfaction, trust, repeat purchases, and consumer recommendations.