The Pengaruh Pemasaran Media Sosial, Harga, dan Kualitas Produk Terhadap Minat Beli Konsumen (Studi Kasus UMKM Pengrajin Pandai Besi Kudus)

Abstract

Consumer purchase intention is a key factor influencing purchasing decisions in a competitive businessenvironment. This study aims to analyze, evaluate, and identify the effects of social media marketing, price,and product quality on consumer purchase intentions in the blacksmithing SMEs in Kudus. Usingquantitative techniques with a descriptive approach and a sample of 100 blacksmithing SMEs, the researchfindings indicate that social media marketing and product quality have a positive and significant impact onpurchase intentions, while price has a negative and significant impact. Simultaneously, social mediamarketing, price, and product quality collectively have a positive and significant effect on consumerpurchase intentions