PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Mytafash_Up di Kabupaten Pamekasan)

This study was conducted to analyze the effect of social media marketing and product quality on purchase decision with purchase intention as a mediating variable among Mytafash_Up consumers in Pamekasan Regency. This research uses a quantitative approach with Partial Least Squares (PLS-SEM) and involves
140 respondent. The results show that product quality has a positive and significant effect on purchase intention (β = 0.685; t = 7.395) and purchase decision (β = 0.412; t = 4.249), while purchase intention significantly affects purchase decision (β = 0.463; t = 5.333). Social media marketing significantly influences purchase
intention (β = 0.215; t = 2.363) but does not significantly affect purchase decision. These findings indicate that product quality is the most influential factor, while social media marketing mainly increases consumer interest. This study highlights
the importance of improving product quality and optimizing digital marketing strategies to influence consumer purchasing behavior.