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PURCHASE INTEREST MEDIATES THE INFLUENCE OF SOCIAL MEDIA, PRICE PERCEPTION, SERVICE QUALITY ON PURCHASE DECISIONS (Case Study on Consumers of CV Catering Nyonya Warti Buleleng) I Gusti Ayu Agung Mitha Saritha Dian Ajnya; Putu Dyah Permatha Korry
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 7 (2026): JUNE
Publisher : RADJA PUBLIKA

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Abstract

This study aims to analyze the role of purchase intention in mediating the influence of social media, price perception, and service quality on purchasing decisions at CV Catering Nyonya Warti Buleleng. The research employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through online questionnaires distributed to 150 consumers of CV Catering Nyonya Warti Buleleng in Denpasar City using purposive sampling techniques. The variables examined in this study include social media, price perception, service quality, purchase intention, and purchasing decisions. The results reveal that service quality and price perception have a positive and significant effect on purchase intention, while social media does not significantly affect purchase intention. Furthermore, purchase intention has a positive and significant influence on purchasing decisions. The mediation analysis indicates that purchase intention significantly mediates the relationship between service quality and purchasing decisions, as well as between price perception and purchasing decisions. However, purchase intention does not mediate the relationship between social media and purchasing decisions. These findings suggest that service quality and price perception are essential factors in increasing consumer purchase intention and purchasing decisions in the catering business sector. The study contributes to the development of consumer behavior theory and provides managerial implications for MSMEs in designing effective marketing strategies in the digital era.
Co-Authors adi, I made guna Adriati, I Gst. Ayu Wirati Anak Agung Istri Agung Maheswari Anak Agung Mia Intentilia Arya, Indra Ayu Wendy Widhia Pramesti Caren Angelina Mimaki Danuarta, Maulana Ari Darma, I Komang Cahya Patu Delin Ananda Desak Made Febri Purnama Sari Desideria Cempaka Wijaya Murti Dewi, I Gusti Ayu Dinda Kusuma Dharmaswari, Ni Putu Ananda Dwiya, Ketut Gede Sri Gede Sri Darma Gusti Ayu Alit Cantika Dewi I Gede Fery Surya Tapa I Gede Rangga Weda Adi Nugraha I Gusti Agung Ananda Putra I Gusti Ayu Agung Mitha Saritha Dian Ajnya I Gusti Ayu Agung Pradnya Dewi I Gusti Ngurah Widya Hadi Saputra I Gusti Ngurah Widya Hadi Saputra I Made Chandra Mandira I Made Sindhu Yoga I Nyoman Gede Arya Diatmika I Putu Dharmawan Pradhana Jasmin, Ni Putu Ari Aira Julianti, Ni Kadek Raytha Susan Kadek Devi Kalfika Anggria Wardani Kartika, Ni Putu Silva Mona Ketut Gede Sri Dwiya Komang Sri Widiantari Latupeirissa, Jonathan Jacob Paul Luh Gede Surya Kartika Luh Gede Surya Kartika, Luh Gede Surya Maharani, Ni Putu Ayu Rishya Maria Karina Winny Naro Meirayani, Kadek Siska Melati Budi Srikandi Moriste, Marshanda Chelsea Sivora Muhammad Ilham Syamputra Ngakan Nyoman Kutha Krisnawijaya Ni Komang Yuni Anita Sari Ni Made Dhian Rani Yulianti Ni Nyoman Sri Wisudawati Ni Putu Bayu Widhi Antari Nilna Muna Nuraga, Ketut Nyoman Sri Manik Parasari Parasari, Nyoman Sri Manik Pika, Putu Ayu Titha Paramita Pradika, I Gede Odi Putra, I Dewa Gede Sanjaya Putra, I Gede Eka Wiantara Putri Ekaresty Haes Putri, Whitney Rizkia Ananda Putu Irma Yunita Putu Irma Yunita Putu Ratna Juwita Sari Putu Wuku Anuang Rafelito Kharisma Rahardjo Rosalinda Rosalinda Sampurna, I Gede Adimerta Shantika, Budi Suari, Ni Made Mirah Yogaswara, Komang Bagas Ary Yulianingsih, Ni Nyoman Vera