Abstract

The purpose of this study was to determine whether there is an effect of product quality and social media marketing on customer trust at Fortunate Coffee Cemara Asri Medan. The sample of this study were 75 customers who made purchases since January 2023-June 2023, using the incidental sample technique. Data analysis uses multiple regression tests, while data processing uses SPSS. The normality test results for product quality variables, social media marketing and customer trust are 0.200 where the value is greater than the significant standard (α) = 0.05, so it can be concluded that the data tested is normally distributed. The multicollinearity test results for each independent variable have a VIF value < 10 and tolerance > 0.1 so that there is no multicollinearity. The results of the heteroscedasticity test show the significance value between the independent variables and the absolute residual> 0.05 so that there is no heteroscedasticity. The correlation test results between product quality and customer trust are 0.389, social media marketing with customer trust is 0.647. The results of multiple linear regression are Y = 18,990 + 0.171X1 + 4.199X which means that every increase or increase of 1 unit of product quality will be able to increase customer trust by 0.171 times, and every increase of 1 unit of social media marketing will increase customer trust by 4.199 times. Partial and simultaneous test results show that product quality and social media marketing partially and simultaneously have a significant effect on customer trust. The coefficient of determination test results that the product quality and social media marketing variables affect the customer trust variable by 43.8%, while the remaining 56.2% is influenced by other factors outside the study.