PENGARUH VARIASI MENU, KUALITAS PRODUK, MEDIA SOSIAL INFLUENCER, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Konsumen UMKM Pancong Pantura Madiun)

Fitria, Lailatul (2026) PENGARUH VARIASI MENU, KUALITAS PRODUK, MEDIA SOSIAL INFLUENCER, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Konsumen UMKM Pancong Pantura Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The purpose of this study was to determine the influence of menu variety, product quality, social media influencers, and service quality on consumer purchasing decisions at Pancong Pantura MSMEs in the Madiun Residency. The study used a quantitative approach with a causal research method. The sample consisted of 385 respondents selected using a purposive sampling technique. Data were collected through a questionnaire and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and the coefficient of determination (R²) using IBM SPSS. The results of the study indicate that menu variety, product quality, social media influencers, and service quality partially have a positive and significant influence on consumer purchasing decisions. Simultaneously, these four variables also have a positive and significant influence on purchasing decisions. The Adjusted R Square value of 0.656 indicates that 65.6% of purchasing decisions are explained by menu variety, product quality, social media influencers, and service quality, while the remainder is influenced by other variables outside the study.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Variasi Menu, Kualitas Produk, Media Sosial Influencer, Kualitas Pelayanan, Keputusan Pembelian. Keywords: Menu Variety, Product Quality, Social Media Influencers, Service Quality, Purchasing Decisions
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LAILATUL FITRIA LAILATUL
Date Deposited:	19 Oct 2026 08:03
Last Modified:	19 Oct 2026 08:03
URI:	http://eprint.unipma.ac.id/id/eprint/10306

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