Citation:

Rafi Ardiansyah, Shoimatul Fitria, Foza Hadyu Hasanatina. "Analysis of the Influence of Product Quality, Price, and Social Media Marketing on Purchase Interest (Study on Angkringan Djoegjakarto)" International Research Journal of Economics and Management Studies, Vol. 4, No. 12, pp. 9-15, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I12P102

Abstract:

Based on the findings of previous preliminary research, it is evident that the sales performance at Angkringan Djoegjakarto experienced a significant decline in April 2023, accompanied by fluctuations in sales levels throughout 2023. This study seeks to examine the influence of product quality, pricing, and social media marketing on sales performance at Angkringan Djoegjakarto. This study designates the social media followers of Angkringan Djoegjakarto as the research population, and sampling was conducted through purposive sampling. The sample in this study consisted of 100 respondents who met the following criteria: consumers of Angkringan Djoegjakarto in Bogor Regency, aged 17 years old, familiar with and actively following Angkringan Djoegjakarto on social media, and having purchased or visited Angkringan Djoegjakarto at least once within the past three months. The obtained data were examined employing multiple linear regression techniques and analyzed utilizing SPSS software. The findings of this study demonstrate that product quality exerts a significant positive influence on the purchase intention of Angkringan Djoegjakarto, price also has a significant positive impact on purchase intention, and social media marketing similarly shows a significant positive effect on the purchasing intent of Angkringan Djoegjakarto.

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Keywords:

Product Quality, Price, Social Media Marketing, Purchase Intention, Angkringan Djoegjakarto.