The Influence Of Digital Promotion Activities, Product Quality, And Social Media Engagement On Purchase Decisions For Kopi Keanangan Medan Palm Sugar Coffee

Agittha Tarigan; Diva Simangunsong; Nurmaidah Ginting; Jesika Perangin- Angin; Emma Novirsari

doi:10.63922/ijebir.v5i03.3514

Agittha Tarigan PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Diva Simangunsong PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Nurmaidah Ginting PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Jesika Perangin- Angin PUI PT. Manajemen Kopi dan Aren, Universitas Prima Indonesia
Emma Novirsari Universitas Mahkota Tricom Unggul

DOI: https://doi.org/10.63922/ijebir.v5i03.3514

Keywords: Activity Promotion Digital, Quality Product, Engagement Media Social, Buying decision

Abstract

This study aims to analyze the influence of digital promotion, product quality, and social media engagement on purchasing decisions for Kopi Kenangan Palm Sugar Coffee in Medan. This study used a quantitative approach with a survey method through the distribution of questionnaires to consumers. 100 respondents Which is consumer, Then analyzed using regression linear double with help device soft SPSS. Results study show that promotion digital, quality Product quality and social media engagement, both partially and simultaneously, have a positive and significant impact on purchasing decisions. This indicates that better digital promotional activities, higher product quality, and stronger interaction with consumers through social media will further increase consumer purchasing decisions for Kopi Kenangan Palm Sugar Coffee in Medan.

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