Pengaruh Kualitas Produk, Harga, dan Promosi Digital Melalui Tik Tok dan Instragram Terhadap Keputusan Pembelian Konsumen Ayam Phok Phok di Kabupaten Jombang

Abstract

The intense competition within the domestic culinary business landscape compels entrepreneurs to implement adaptive marketing strategies to attract customers and maintain market share. Consumer purchasing decisions are fundamentally shaped by variables such as product quality, price, and digital promotion via social media. Accordingly, this study aims to examine the influence of product quality, price, and digital promotion on consumer purchasing decisions regarding "Ayam Phok Phok" in Jombang Regency, analyzing these effects both individually and simultaneously. A quantitative explanatory method was employed to test the causal relationships between variables based on a theoretical framework. Data were collected using purposive sampling—distributing questionnaires to consumers meeting specific criteria—and analyzed via multiple linear regression. Empirical findings indicate that, while product quality does not have a significant individual effect, price and social media-based digital promotion exert a positive and significant influence on purchasing decisions. Collectively, the three independent variables were found to significantly impact purchasing decisions. Substantively, price and digital promotion emerged as stronger drivers of consumer behavior. The study's findings are expected to serve as a strategic guide for culinary MSMEs in optimizing their marketing mix to sustainably strengthen consumer purchasing decisions.