PENGARUH MEDIA SOSIAL, PERSONAL SELLING DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK PADA HOME INDUSTRI SONGKOK DI DESA PENGANGSALAN LAMONGAN

Abstract

This research aims to determine the influence of social media, personal selling and product quality on interest in buying products in the Songkok home industry in Pengangsalan Lamongan village. This research was conducted in Lamongan Regency, East Java. This research is a survey with quantitative research. The population in this research is the community in Lamongan Regency. Sampling used the Cochran formula and a sample of 96 respondents was obtained. The data collection technique in this research uses a questionnaire. The data analysis used is validity test, reliability test, multiple linear regression analysis, classical assumption test, hypothesis test, and R2 coefficient of determination test. Hypothesis testing using the t test was used to determine the influence of social media, personal selling and product quality on interest in buying products in the Songkok home industry in Pengangsalan Lamongan village. From the results of the analysis, the t test results obtained for the social media variable t = 2.292 > t table 1.661, personal selling t = 3.287 > t table = 1.9661, and product quality t = 2.518 > t table = 1.661. Which means that social media, personal selling and product quality variables influence the purchase interest variable. Meanwhile, the R squere of 0.504 shows that 55% of buying interest is influenced by social media, personal selling and product quality. Meanwhile, the rest is influenced by other variables that were not studied.