<![CDATA[The purpose of this study is to identify and analyze the influence of social media, price perception, and product quality on consumer purchasing decisions at Richeese Factory Kramat Jati. The research method used is a quantitative method with accidental sampling techniques. Data collection was conducted through a questionnaire distributed to 100 respondents who are Richeese Factory consumers. The research data were analyzed using SPSS version 25 with multiple linear regression analysis techniques. The results of the study show that social media has a positive and significant effect on purchasing decisions, price perception has a positive and significant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. Simultaneously, social media, price perception, and product quality have a positive and significant effect on consumer purchasing decisions at Richeese Factory Kramat Jati.]]>
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