PENGARUH SOCIAL MEDIA MAKETING, BRAND PERSONALITY, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN - Baskara, Putu Bramasta; Warmika, I Gde Ketut (E-Jurnal Manajemen; Vol 13 No 7 (2024)DO - 10.24843/EJMUNUD.2024.v13.i07.p05, 2024)
Perkembangan era digital yang terjadi secara terus menerus menjadi basis bagi proses transaksi perdagangan secara online. Kondisi ini harus dimanfaatkan para marketer dalam memasarkan produknya, salah satunya pada usaha dibidang kuliner yaitu Trihita Vegan. Peneltian ini bertujuan untuk mengetahui pengaruh social media marketing , brand personality , dan kualitas produk terhadap keputusan pembelian konsumen Trihita Vegan. Metode yang digunakan yakni metode kuantitatif yang berbentuk asosiatif. Teknik sampling dalam penelitian ini, yaitu non probability sampling dengan besar sampel 115 responden melalui metode purposive sampling dengan menyebar kuesioner berupa google form . Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan terdapat pengaruh positif dan signifikan antara social media marketing terhadap keputusan pembelian, brand personality berpengaruh positif dan signifikan terhadap keputusan pembelian, dan terdapat pengaruh positif dan signifikan antara kualitas produk terhadap keputusan pembelian. Implikasi penelitian ini yakni diharapkan Trihita Vegan dapat memperhatikan social media marketing yang baik di media internet yang dapat meningkatkan brand personality , serta harus menjaga kualitas produknya agar tetap baik sehingga berpengaruh terhadap keputusan pembelian.   The continuous development of the digital era has become the basis for the online trade transaction process. Marketers must take advantage of this condition in marketing their products, one of which is in the culinary sector, namely Trihita Vegan. This research aims to determine the influence of social media marketing, brand personality, and product quality on Trihita Vegan consumer purchasing decisions. The method used is a quantitative method in associative form. The sampling technique in this research is non-probability sampling with a sample size of 115 respondents using a purposive sampling method by distributing questionnaires via Google Form. The data analysis technique used is multiple linear regression. The research results show that there is a positive and significant influence between social media marketing on purchasing decisions, brand personality has a positive and significant influence on purchasing decisions, and there is a positive and significant influence between product quality on purchasing decisions. The implication of this research is that it is hoped that Trihita Vegan can pay attention to good social media marketing on the internet which can increase brand personality, and must maintain the quality of its products so that it remains good so that it influences purchasing decisions.