PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI MELALUI MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI KONSUMEN PADA UMKM MAKARONIMU

VALENTINA, FLORENSA PUTRI (2026) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI MELALUI MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI KONSUMEN PADA UMKM MAKARONIMU. S1 thesis, Universitas PGRI Madiun.

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Abstract

Consumer purchasing interest is consumer interest in purchasing a product caused by product quality, service quality, and promotion through TikTok social media. This study aims to determine the effect of product quality, service quality, and promotion through TikTok social media on consumer purchasing interest in Makaronimu MSMEs, both partially and simultaneously. The population in this study were all Makaronimu MSME consumers and a sample of 100 respondents with an infinite formula. Using a Likert scale questionnaire 1-4, documentation, observation with data analysis techniques: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, multiple linear regression analysis, T test, F test, and coefficient of determination. Data were processed using SPSS Version 25. The results showed that product quality had an effect on consumer purchasing interest (0.007 <0.05) and service quality had an effect on consumer purchasing interest (0.008 <0.05). Promotion through TikTok social media had an effect on consumer purchasing interest (0.000 <0.05). Product quality, service quality, and promotion through TikTok simultaneously influence consumer purchase intention (0.000 < 0.05). The study concluded that product quality, service quality, and promotion through TikTok influence consumer purchase intention. Keywords: Service Quality, Product Quality, Purchase Intention, Promotion Through TikTok

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Service Quality, Product Quality, Purchase Intention, Promotion Through TikTok
Subjects:	A Social Sciences > HD Industries. Land use. Labor A Social Sciences > HF Commerce
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	VALENTINA PUTRI FLORENSA
Date Deposited:	10 Aug 2026 07:09
Last Modified:	10 Aug 2026 07:09
URI:	http://eprint.unipma.ac.id/id/eprint/8454

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