PENGARUH KUALITAS PRODUK DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN YANG DI MEDIASI OLEH MINAT BELI (Studi pada Konsumen Tas Jims Honey di Kota Malang)

The purpose of this study is to know and analyze product quality and social media promotion in influencing purchase decisions, which in this case also involves buying interest as a mediator in Jims Honey fashion products. The type of research used is descriptive research, using a quantitative approach method. The population in the study includes all consumers of Jims Honey fashion products who have made purchases in the Malang City area. The results of the study were determined based on the number of respondents, namely 140 respondents determined by the Non-probability sampling technique. The data source used in this study is primary data that is taken directly from the data obtained from the results of the respondents using a questionnaire. The data analysis technique in this study uses the SEM-PLS model, with the help of SmartPLS 4 software. The results of the study show that Jims Honey bag consumers in Malang City generally give a good assessment of product quality and social media promotion, so that they are able to increase buying interest and encourage purchase decisions. Partially, product quality and social media promotion have been proven to have a positive and significant effect on purchasing decisions. In addition, buying interest also has a significant effect on purchase decisions, and can be a mediating variable that strengthens the influence of product quality and social media promotion on purchase decisions.