PENGARUH SOCIAL MEDIA PROMOTION, PRODUCT INNOVATION, PRICE, PRODUCT QUALITY TERHADAP PURCHASE DECISION MELALUI INTERESTED IN BUYING SEBAGAI VARIABEL INTERVENING PADA KEDAI BABEH DESA KENDIT DI SITUBONDO

Abstract

Increasingly fierce competition in the culinary business requires business actors to implement marketing strategies that can attract interest and increase consumer purchasing decisions. Factors such as Social Media Promotion, Product Innovation, Price, and Product Quality are aspects that can influence Purchase Decisions, either directly or through Interest in Buying as an intervening variable. The purpose of this research is to analyze and test the influence of Social Media Promotion, Product Innovation, Price, and Product Quality on Purchase Decisions through Interest in Buying among consumers of Kedai Babeh, Kendit Village, Situbondo Regency. The population in this study consisted of all consumers of Kedai Babeh, Kendit, Situbondo. The sampling technique used was purposive sampling with a total of 100 respondents. Data analysis and hypothesis testing using Structural Equation Modeling Partial Least Squares (SEM-PLS) with the help of the SmartPLS 4.0 application. The research results show that Social Media Promotion has a significant effect on Interest in Buying, whereas Product Innovation, Price, and Product Quality do not have a significant effect on Interest in Buying. Furthermore, Product Innovation, Price, Product Quality, and Interest in Buying have a significant effect on Purchase Decisions, whereas Social Media Promotion has no significant effect on Purchase Decisions. The results of the indirect influence test show that Interest in Buying mediates the influence of Social Media Promotion on Purchase Decisions, but does not mediate the influence of Product Innovation, Price, or Product Quality on Purchase Decisions.