<![CDATA[Intense competition in the homemade bakery industry requires business owners to understand what drives consumers to buy. This study aims to examine the effect of price perception, product quality, and social media on purchase decisions at Enaz Cake&Cookies, a premium homemade cake and cookies business in Kulon Progo, Yogyakarta. A quantitative survey was conducted using a five-point Likert questionnaire completed by 106 customers selected through incidental sampling. The data were examined using validity and reliability tests, classical assumption tests, multiple linear regression, and partial significance tests. The results show that price perception (coefficient = 0.284; p = 0.012) and social media (coefficient = 0.456; p < 0.001) have a positive and significant effect on purchase decisions, whereas product quality has no significant effect (coefficient = 0.184; p = 0.167). Together, the three variables explain 44.3% of the variation in purchase decisions. The study provides empirical evidence that, in a premium homemade bakery, prices that customers consider appropriate and active social media promotion, rather than product quality alone, are the factors that significantly shape purchase decisions. Business owners are advised to review their pricing, strengthen social media promotion, and align product positioning with the target market segment.]]>
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