Analysis Of Purchasing Decisions For Indonesian Iced Tea Products Through Social Media Marketing, Quality Perceptions And Brand Preferences
DOI:
https://doi.org/10.32528/issh.v2i3.412Keywords:
Social Media Marketing, Quality Perception, Brand Preference, Purchase DecissionAbstract
The presence of Indonesian Iced Tea products since 2018 has continued to increase. It was recorded that until early 2023, Indonesian iced tea had around 945 outlets spread across Indonesia. This increase is inseparable from the role of consumers in deciding to buy these products. Therefore it is very relevant for us to know the various factors that influence purchasing decisions. This study aims to determine the effect of Social Media Marketing, perceived0 quality and brand preference on purchasing decisions. The research sample is consumers of Indonesian Ice Tea in Tangerang City as many as 100 respondents obtained by using the Lemeshow formula. The analytical method used is multiple linear regression with the t test to determine the research hypothesis. The results of the study prove that Social Media Marketing has no effect on purchasing decisions. while perceived quality and brand preference have a positive effect on purchasing decisions. The research findings are that social media owned by Indonesian Ice Tea has not been able to increase product sales
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