Pengaruh Promosi Media Sosial dan Persepsi Harga terhadap Keputusan Pembelian pada UMKM Mebel Kerajinan Jepara
Keywords:
Promosi Media Sosial, Persepsi Harga, Keputusan PembelianAbstract
This study aimed to (1) describe social media promotions, price perceptions, and purchasing decisions; (2) analyze the influence of social media promotions and price perceptions on purchasing decisions, both partially and simultaneously, among Jepara Handicraft Furniture SMEs. This study employed a quantitative approach using descriptive and associative methods. The population comprised all consumers who had ever purchased from Jepara Handicraft Furniture SMEs. The sampling technique employed accidental sampling, with a sample size of 96 respondents. Data were collected through the distribution of questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and the coefficient of determination (R²). The results of the study indicated that, partially, social media promotions had a positive and significant effect on purchase decisions, as indicated by a t-value of 6.443 with a significance level of 0.000 (<0.05). Conversely, price perception did not have a significant effect on purchasing decisions, with a t-value of -0.090 and a significance level of 0.929 (>0.05). Simultaneously, social media promotions and price perception had a positive and significant effect on purchasing decisions, with an F-value of 20.777 and a significance level of 0.000 (<0.05). The coefficient of determination (R²) of 0.309 indicated that social media promotions and price perception accounted for 30.9% of the variation in purchasing decisions, while the remaining 69.1% was influenced by other factors not examined in this study. Thus, social media promotions are the factor with the strongest influence on increasing consumer purchasing decisions at Jepara Handicraft Furniture SMEs.
Keywords: Social Media Promotion, Price Perception, Purchase Decision
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