Abstract
This study aims to determine the effect of product quality and promotion through social media on Vlewless Kefir purchasing decisions in Bengkulu City. This type of research is a quantitative descriptive research, the object of this research is the consumer of Vlewless Kefir in Bengkulu City. The sampling method uses a non-probabilty technique, namely accidental sampling. The number of respondents in this study were 75 people. Methods of data collection using a questionnaire. The data analysis technique is using Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely t-test and f-test. The results of this study can be concluded that the Product Quality variable has a positive effect on Purchase Decisions, Social Media Promotion has a positive effect on Purchase Decisions, and Product Quality and Social Media Promotion together have a positive and significant effect on Purchase Decisions. Keywords: Product Quality, Social Media Promotion, Purchase Decision
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