PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN DESSERT DRINK (Studi pada Pelanggan Puyo Silky Drink di Malang)

This study aims to: (1) determine the influence of product quality on consumer purchase decisions, (2) determine the influence of price on consumer purchase decisions, (3) determine the influence of social media promotion on consumer purchase decisions, and (4) analyze the simultaneous influence of product quality, price, and social media promotion on consumer purchase decisions for Puyo Silky Drink products in Malang. This research employs a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to 120 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 29. The results indicate that: (1) product quality has a positive and significant effect on purchase decisions, (2) price has a positive but not significant effect on purchase decisions, (3) social media promotion has a positive and significant effect on purchase decisions, and (4) simultaneously, product quality, price, and social media promotion significantly influence consumer purchase decisions. These findings suggest that product quality and effective social media promotion strategies are key factors influencing consumer decisions to purchase Puyo Silky Drink.