The Influence of Social Media Promotion and Price Perception on Purchasing Decisions in Culinary MSMEs in Karawang
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Abstract
The purpose of this study was to determine the influence of social media, price perception, and product quality on purchasing decisions at Mujigae Restaurant. The population in this study were buyers at Mujigae Restaurant. The method used was an accidental sampling technique. The sample tested in this study was 100 respondents. Data collection using a questionnaire has been tested for validity and reliability. The data analysis technique used was multiple linear analysis. Hypothesis testing can be seen from the results of the F test for simultaneous results, and the T test for partial results. From this study, the results of the F test were obtained at 0.000 <0.05, and T test for social media promotion variable is 0.000 <0.05, and price perception variable is 0.020 <0.05. The results of this study indicate that social media promotion and price perception have a significant influence on purchasing decisions partially and simultaneously. The coefficient of determination of the social media promotion variable and the price perception variable have a positive and significant influence on purchasing decisions by 51.07%, and the remaining 48.03% is influenced by other variables not included in this study.
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