THE INFLUENCE OF SOCIAL MEDIA, PRICE, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR PRINGGASELA SESEK WOVEN FABRIC

Abstract

Purchasing decisions are the stage of decision making involved in buying a product. Everyone has their way of making decisions. This research attempts to ascertain the extent to which social media, price, and product quality influence purchasing decisions for Pringgasela Sesek woven fabrics. The population in this study was 150 people, with a sample size of 60 people selected by random sampling. This study used primary data from the Customer Kelompok Nine Penenun (KNP). The results showed that price and social media have a significant positive effect on the decisions of purchasing, while product quality has a significant negative effect on the decisions of purchasing. This research implies that craftsmen must pay attention to quality by considering other factors in assessing product feasibility.

Keywords

• price
• social media
• product quality
• purchasing decisions