The Effect of Instagram Social Media Marketing and Product Quality on Purchase Decisions of H'zhazu MSME Products in East Ciputat, South Tangerang

Social media marketing and product quality are important considerations in consumer purchasing decisions, particularly for micro, small, and medium enterprises (MSMEs) operating in competitive markets. However, further empirical investigation is needed to understand how these factors are associated with purchasing decisions in the context of traditional-snack MSMEs. This study examines the individual and joint associations of Instagram social media marketing and product quality with purchase decisions among consumers of H'Zhazu MSME products in East Ciputat, South Tangerang. A quantitative cross-sectional design with an associative approach was employed. The study population comprised 348 consumers, from which 78 respondents were selected through purposive sampling. Data were collected using questionnaires and analyzed through multiple linear regression with IBM SPSS Statistics version 29. The results revealed that Instagram social media marketing had a positive and statistically significant association with purchase decisions (B = 0.512; β = 0.437; t = 4.103; p < 0.001). Product quality also demonstrated a positive and statistically significant association (B = 0.541; β = 0.465; t = 4.371; p < 0.001). Furthermore, the regression model was statistically significant (F = 110.734; p < 0.001), with an R² of 0.747, indicating that the two predictors jointly accounted for 74.7% of the observed variation in purchase decisions within the sample. This study contributes context-specific empirical evidence concerning the relationship between digital marketing and product quality in a traditional-snack MSME. The standardized coefficients indicate that product quality had a slightly stronger association with purchase decisions than Instagram social media marketing. These findings suggest that both digital marketing practices and product quality merit consideration in MSME marketing strategies. Nevertheless, the cross-sectional design and purposive sampling limit causal interpretation and generalizability beyond the population and context examined.