PENGARUH SOCIAL MEDIA MARKETING DAN KARAKTERISTIK PEMBELIAN DENGAN MEDIATOR MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN KERIPIK BUAH VENUS MALANG

To find out and analyze buying interest mediating Purchase Characteristics on purchasing
decisions for Venus Malang Fruit Chips. This research is quantitative research. The
population in this study were consumers who had purchased Venus Malang Fruit Chips. The
number of population members is unknown, the number of research samples is 100 people
which is determined using the Slovin formula. Data analysis uses path analysis, which is a
method that examines the direct and indirect influence (effect) of variabel s that are
hypothesized as a result of the influence of treatment on these variabel s. The research results
show that there is a positive influence of purchasing characteristics on purchasing decisions,
mediated by purchasing interest. Purchasing characteristics, such as product quality, price,
and promotion, are influenced by purchasing interest and subsequently influence purchasing
decisions. Purchase interest acts as a mediator between purchase characteristics and
purchase decisions, meaning that purchase interest strengthens or weakens the relationship
between the two