The Influence of Social Media and Price on Purchase Decisions (A Case Study of the Bakso Apak MSME in Pahoman, Bandar Lampung)

This study is motivated by the increasing competition among micro, small, and medium enterprises in the culinary sector, requiring effective marketing strategies through social media utilization and appropriate pricing to influence consumer purchase decisions at Bakso Apak Pahoman in Bandar Lampung. This research applies a quantitative approach using a survey method with 67 respondents selected purposively. The information was collected through questionnaires and subjected to multiple linear regression analysis. The data reveal that social networks and price significantly and favorably influence purchasing choices, both partially and simultaneously. Price is identified as the most dominant variable influencing consumer purchase decisions compared to social media. Furthermore, the research model manages to shed light on the majority of variations in purchasing decisions, while factors external to the model play a role in the remaining influences. In conclusion, optimizing social media and implementing competitive pricing strategies can significantly improve consumer purchase decisions.