DAMPAK MEDIA INSTAGRAM DAN KUALITAS PRODUK PADA MINAT PEMBELIAN FROZEN EMPAL

  • Sheila Rosalind Soeprapto Universitas Ciputra Surabaya
  • Tina Melinda Universitas Ciputra Surabaya

Abstract

This study aims to examine the influence of Instagram promotion and product quality on the purchase intention of Bibik Empal. This study employs purposive sampling to select 115 people as samples from the research population, which consists of Bibik Empal’s daily catering consumers. Multiple Linear Regression is used as data analysis technique with the help of SPSS software. Research results indicate that Instagram and product quality significantly affect the purchase intention of Bibik Empal, both partially and simultaneously.

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Published
Jan 15, 2019
How to Cite
SOEPRAPTO, Sheila Rosalind; MELINDA, Tina. DAMPAK MEDIA INSTAGRAM DAN KUALITAS PRODUK PADA MINAT PEMBELIAN FROZEN EMPAL. Media Mahardhika, [S.l.], v. 17, n. 2, p. 212-220, jan. 2019. ISSN 2407-4950. Available at: <http://ojs.stiemahardhika.ac.id/index.php/mahardika/article/view/78>. Date accessed: 18 june 2019. doi: http://dx.doi.org/10.29062/mahardika.v17i2.78.
Section
Articles