Pengaruh Kualitas Produk, Brand Image, dan Social Media Marketing Terhadap Keputusan Pembelian Produk Wardah Kota Batam
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Abstract
Penelitian ini menelaah pengaruh kualitas produk, brand image, dan social media marketing terhadap keputusan pembelian konsumen produk Wardah di Kota Batam. Pendekatan yang diterapkan bersifat kuantitatif dengan desain deskriptif, guna memetakan keterkaitan antarvariabel secara sistematis. Sampel penelitian dipilih melalui purposive sampling, yaitu individu yang memiliki pengalaman nyata dalam membeli dan menggunakan produk Wardah, dengan jumlah 100 responden berdasarkan perhitungan Lemeshow untuk menjamin representativitas data. Proses analisis mencakup serangkaian pengujian statistik, termasuk validitas dan reliabilitas data, uji asumsi klasik, serta pengujian pengaruh variabel secara parsial maupun simultan. Temuan menunjukkan bahwa kualitas produk memberikan kontribusi sebesar 22,7%, diikuti brand image sebesar 36,3%, dan social media marketing sebesar 23,1% terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 67,9% menegaskan bahwa ketiga faktor ini secara kolektif mampu menjelaskan sebagian besar variasi keputusan pembelian konsumen. Hasil penelitian memperkuat bukti bahwa kualitas produk, brand image, dan social media marketing memiliki dampak signifikan dalam memengaruhi perilaku pembelian konsumen Wardah di Kota Batam.
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