THE EFFECT OF SOCIAL MEDIA PROMOTION, BRAND AWARENESS, PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AT RAYCHA BOUTIQUE STORE

Abstract

The purpose of this study focuses on determining the influence of social media promotion variables, brand awareness, product quality, and price on purchasing decisions at the Raycha Boutique Store. This study was conducted on consumers of the Raycha Boutique Store using quantitative research methods. The population in this study were consumers at the Raycha Boutique Store located at Jl. Lintas Sumatera No. 89, Blok Songo Sisumut - Kota Pinang, South Labuhanbatu Regency with a sample of 67 people. The results of this study indicate that social media promotion, brand awareness, product quality, and price partially have a positive and very significant influence on purchasing decisions at the Raycha Boutique Store located at Jl. Lintas Sumatera No. 89, Blok Songo Sisumut - Kota Pinang, South Labuhanbatu Regency. Thus, simultaneously, the variables of social media promotion, brand awareness, product quality, and price have a positive and very significant influence on purchasing decisions.