PENGARUH KUALITAS PRODUK, DESAIN PRODUK, SOCIAL MEDIA MARKETING DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN BATIK DOMAS DI KOTA SURAKARTA

Abstract

The objective of this research is to analyze the influence of product quality, product design, social media marketing, and price perception on purchasing decisions for Batik Domas in Surakarta City. This study uses a quantitative method with a sample of 100 respondents obtained through non-probability sampling with a convenience sampling approach. Primary data was collected through a Google Forms-based questionnaire using a Likert scale with values ​​ranging from 1 to 5. All data was managed and analyzed using IBM SPSS Statistics 25 software, through validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis. The research findings show that, partially, product design and social media marketing variables significantly influence purchasing decisions, while product quality and price perception do not have a significant influence. When considered simultaneously, all four independent variables significantly influence purchasing decisions, with a coefficient of determination of 56.6%. These findings emphasize the importance of design and digital marketing strategies in increasing purchasing decisions in the local batik industry. The implications of this research can serve as a basis for developing marketing strategies and product innovation for batik business owners, and open opportunities for further research to include other variables outside the model used in this study.