Abstrak

This study aims to identify the influence of social media, product quality, and brand image on purchasing decisions for Stone Island brand products. This research used a descriptive quantitative method with a causal associative approach to examine cause-and-effect relationships. Data were collected through an online questionnaire distributed via Google Forms to 98 respondents who use Stone Island products. The data analysis included validity tests, reliability tests, classical assumption tests, t-tests, and f-tests, with the help of SPSS version 25 software. The results showed that, partially, social media has a positive and significant influence on purchasing decisions, while product quality and brand image do not have a positive and significant impact. However, simultaneously, social media, product quality, and brand image positively and significantly affect purchasing decisions for Stone Island products. These findings provide valuable insights for companies to optimize social media use to enhance consumer purchasing decisions

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