<![CDATA[The development of social media has provided opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing reach while establishing closer relationships with consumers. In the increasingly competitive conditions of snack food products, consumer purchasing decisions can be influenced by several factors, including perceptions of product prices and personal branding built through Instagram social media. This study aims to analyze the influence of product prices and personal branding through Instagram social media on purchasing decisions for Saynana Chips in Cianjur Regency, both simultaneously and partially. This study applies a quantitative approach through a survey method of 100 respondents who have purchased Saynana Chips. Data were analyzed using multiple linear regression assisted by SPSS V.30. These findings show that product prices have a positive and significant impact on purchasing decisions. Conversely, personal branding through Instagram social media has a positive direction of influence, but does not have a significant partial effect on purchasing decisions. Simultaneously, product prices and personal branding through Instagram social media have a significant impact on purchasing decisions. The Adjusted R Square value of 0.942 indicates that 94.2% of the variation in purchasing decisions can be explained by the two independent variables in the research model, and the remaining 5.8% is influenced by other factors outside the model. This finding indicates that in the context of Saynana Chips, functional and economic considerations, especially price, are more dominant factors in purchasing decisions than personal branding through Instagram. Kata kunci: harga produk, personal branding, Instagram, keputusan pembelian, UMKM]]>
