Peran Harga dan Promosi Media Sosial dalam Keputusan Pembelian Konsumen pada Butik Ardani Wonosobo
DOI:
https://doi.org/10.30640/jumma45.v5i2.8136Keywords:
Ardani Boutique, Consumer Behavior, Price, Purchase Decision, Social Media PromotionAbstract
This study explores how price and social media promotion are perceived by consumers to relate to purchasing decisions at Ardani Boutique, Wonosobo. Using a descriptive qualitative approach, data were collected from consumers who had previously purchased products at Ardani Boutique through observation, interviews, and documentation, and analyzed using the Miles and Huberman (1994) model, comprising data reduction, data display, and conclusion drawing/verification. The findings show that price is one of the considerations underlying purchasing decisions, as consumers perceive the prices offered to be affordable and consistent with product quality. Social media promotion through Instagram, WhatsApp, Facebook, and TikTok also plays a role in attracting consumer interest by providing product information, promotional offers, and engaging content. However, informants indicated that purchasing decisions are shaped not only by price and social media promotion but also by product quality, clothing design, service quality, and recommendations from others. These findings suggest that competitive pricing combined with active social media promotion can support more favorable purchasing decisions at Ardani Boutique and provide practical input for refining its marketing strategy
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