PENGARUH CITRA MEREK, KUALITAS PRODUK DAN IKLAN DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW (STUDI KASUS DI KABUPATEN SUKABUMI)

The problem of this research is whether brand image, product quality and advertising on social media simultaneously have an influence on purchasing decisions for MS Glow products. This research aims to determine the influence of brand image, product quality and advertising on social media simultaneously on purchasing decisions.
The method used in this research is a quantitative method using multiple linear regression analysis with the help of SPSS version 25. The population in this research is in Sukabumi district, totaling 133 people. The sample using the Slovin formula obtained a total of 100 respondents.
In the sampling technique used, non-probability sampling is a sampling technique purposive sampling that does not provide an equal opportunity for each element or member of the population to be selected as a sample. The measurement scale used is the Likert scale.
Keywords: Brand image, product quality and advertising on social media Purchase decisions