THE INFLUENCE OF PRODUCT QUALITY AND INSTAGRAM SOCIAL MEDIA ON PURCHASE DECISION THROUGH BRAND AWARENESS AT GALERI DUA SINAR COFFEE SHOP

Background: Consumer purchasing decisions are an important aspect of business success, which can be influenced by product quality, social media, and brand awareness. Purpose: This research aims to determine both the direct and indirect effects of product quality and Instagram social media on purchasing decisions.This research is driven by the role of brand awareness in mediating the relationship between product quality and Instagram social media on purchasing decisions. Design/methodology: This research uses a quantitative method by studying the population of consumers at Coffee Shop Galeri Dua Sinar.This research uses purposive sampling technique distributed to 105 respondents with the criteria of being at least 17 years old and having shopped at Coffee Shop Galeri Dua Sinar at least 2 times.Data collection was conducted both online and offline through Google Form questionnaires with a 1-5 Likert scale to measure respondents' level of agreement.Data analysis in this study uses the SmartPLS 3 application. Findings /Result: The results of this study indicate that; product quality has a positive and significant effect on purchasing decisions at Coffee Shop Galeri Dua Sinar. Instagram social media does not have a significant direct influence on purchasing decisions at Coffee Shop Galeri Dua Sinar. Product quality has a positive and significant impact on brand awareness at Coffee Shop Galeri Dua Sinar. Instagram social media has a positive and significant impact on brand awareness at Coffee Shop Galeri Dua Sinar. Brand awareness has a positive and significant effect on purchase decisions at Coffee Shop Galeri Dua Sinar. Brand awareness is able to partially mediate the relationship between product quality and purchasing decisions. Brand awareness is able to mediate the relationship between Instagram social media and purchase decisions. Conclusion: Product quality and social media are the main factors influencing purchasing decisions, while brand awareness has not been effective as a mediating variable in the context of this research. Originality/Value: This research contributes to the development of marketing strategies for local coffee shops through the enhancement of product quality and the utilization of social media