Influence of Social Media Marketing, Product Assortment and Perceived Quality on Purchase Decision at Winod Store Semarang
DOI:
https://doi.org/10.32497/jobs.v12i1.8096Keywords:
Social Media Marketing, Product Assortment, Perceived QualityAbstract
The rise of social media has prompted companies to adopt digital platforms as marketing tools to influence consumer purchasing decisions. Alongside social media marketing, product assortment and perceived quality also represent key factors considered by consumers. This study examines the impact of social media marketing, product assortment, and perceived quality on purchasing decisions at Winod Store Semarang, using abquantitative approach with non-probability sampling across 108 respondents. Data were processed through IBM SPSS version 25. Findings indicate that product assortment and perceived quality positively and significantly influence purchasing decisions, while social media marketing shows no significant effect. Collectively, all three variables significantly influence purchasing decisions, with an Adjusted R Square of 76.4%, suggesting that strengthening product assortment and perceived quality is more critical in encouraging consumer purchases.
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