PRODUCT QUALITY, PRICE PERCEPTION AND SOCIAL MEDIA ON PURCHASE DECISIONS AT CAFE KHARISMA

Abstract

Cafe Kharisma is a culinary business that prioritizes satisfied customer decisions and customer convenience, which was established in 2016. And the purpose of this research is to improve product quality, price perceptions, and the influence of social media on purchasing decisions at Cafe Kharisma. The research method was carried out to analyze the population or sample. The results of the study concluded that the effect of product quality on purchasing decisions had an effect and was also not significant on purchasing decisions. Reveals the effect of product quality but is not significant in purchasing decisions. Cafe Kharisma must improve the quality of its products and make the latest innovations. The results of his research say that price perception has a positive and significant effect on purchasing decisions. Perceived price on purchasing decisions and also the existence of a significant value on purchasing decisions. That the prices set by Cafe Kharisma are acceptable and meet the needs of student or worker buyers. The findings of this study show that social media influence has a favourable and significant impact on shopping choices. Demonstrating good social media influence will impact purchase decisions and be supported with recommendations. The conclusion of this study explains that customers who make purchases at Cafe Kharisma do not think about the quality of their products. Instead, they decide to buy because the price perception is in accordance with customer needs and is supported by the influence of social media as a support for purchases at Kharisma Cafe