The Influence of Product Quality, Social Media Marketing, and Product Innovation on PIXY Two Way Cake Purchase Decisions on Shopee
DOI:
https://doi.org/10.66755/belacoss.v2i1.172Keywords:
Product Quality, Social Media Marketing, Product Innovation, Customer Purchase DecisionAbstract
This study aims to analyze the influence of product quality, social media marketing, and product innovation on customer purchase decisions for PIXY Two Way Cake. The population in this study consists of Shopee users in DKI Jakarta who have purchased PIXY Two Way Cake at least once. The sample comprised 262 respondents, determined using purposive sampling. Data were collected using a survey method with a questionnaire as the research instrument and analyzed with SmartPLS 4.0. This study proves that product quality and social media marketing has a positive and significant effect on customer purchase decisions, while product innovation has a positive but insignificant effect on customer purchase decisions.
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