<![CDATA[The purpose of this research was to analyze the effect of Price, and Promotion on Media Social on Purchase Decisions at Iga Pochie The Icon BSD, both partially and simultaneously. A quantitative approach was employed, involving a sample of 100 respondents selected using the Rao Purba’s formula. Data were collected through questionnaires and analyzed using SPSS version 27 Slovin. The analytical techniques used included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination, and hypothesis testing (t-test and F-test). The results indicate that, partially Price (X1) variable has a significant effect on Purchase Decisions (Y) (t value = 14.854 > t table = 1.661), and Promotion on Meia Social (X2) (t value = 6,968 > t table = 1.661). Simultaneously, Price and Promotion on Media Social have a significant effect on purchase decisions, as indicated by the (F value = 111.008 > F table = 3.090). In conclusion, Price, and romoionon Media Social significantly effect consumers' purchase decisions, both partially and simultaneously, at Iga Pochie The Icon BSD. Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Harga, dan Promosi di Media Sosial terhadap Keputusan Pembelian pada Iga Pochie The Icon BSD, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 100 responden yang diperoleh menggunakan rumus Slovin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner, dan analisis data menggunakan SPSS versi 27. Pengujian data dilakukan melalui uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linier berganda, koefisien korelasi, koefisien determinasi, dan uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial, variabel Harga (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y) (t hitung 14,854 > t tabel 1,661), dan Promosi di Media Sosial (X2) memberikan pengaruh signifikan (t hitung 6,968 > t tabel 1,661). Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap keputusan pembelian (F hitung 111,008 > F tabel 3,090). Dengan demikian Harga, dan Promosi di Media Sosial secara parsial maupun simultan memiliki pengaruh signifikan terhadap keputusan pembelian konsumen pada Iga Pochie The Icon BSD. Kata Kunci: harga; promosi di media sosial; keputusan pembelian]]>
