<![CDATA[This study focuses on evaluating the extent to which product quality, price, and Instagram media promotion affect the purchase decision of furniture products in the company INFORMA Semarang City. This study applied a purposive sampling technique, involving 148 respondents consisting of consumers or visitors to INFORMA in Semarang City. For data analysis, this study applies the PLS-SEM (Partial Least Square-Structural Equation Model) method and the data is processed with Smart-PLS 3.0 software. The results of the study show that product quality has a positive and significant impact on purchasing decisions at INFORMA Semarang City, as well as price and Instagram media promotions also have a positive and significant impact on purchasing decisions at INFORMA Semarang City. Studi ini berfokus untuk menganalisis sejauh mana kualitas produk, harga, dan promosi media Instagram memengaruhi keputusan pembelian produk furniture di perusahaan INFORMA Kota Semarang. Teknik purposive sampling yang digunakan dalam penelitian ini melibatkan 148 responden terdiri dari konsumen atau pengunjung INFORMA di Kota Semarang. Untuk analisis data menerapkan metode PLS-SEM (Partial Least Square-Structural Equation Model) dan data diproses dengan perangkat lunak Smart-PLS 3.0. Hasil analisis memperlihatkan bahwasanya kualitas produk memiliki dampak positif dan signifikan terhadap keputusan pembelian di INFORMA Kota Semarang, demikian juga harga dan promosi media Instagram ikut berdampak positif dan signifikan terhadap keputusan pembelian di perusahaan INFORMA Kota Semarang.]]>
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