Pengaruh Iklan dan Harga Terhadap Keputusan Pembelian Produk Dengan Media Sosial Instagram Sebagai Variabel Moderating Pada Klinik Muntira Skin Care Kota Sorong

Abstract

This study aims to examine the effect of advertising and price on purchasing decisions with social media Instagram as a moderating variable. Research at the Muntira Skin Care Clinic in Sorong City used a quantitative research method with an associative research type. The sample in this study were all consumers who used Muntira Skin Care Clinic products in Sorong City. As for the sampling of this study using non-probability sampling technique. The data management method in this study uses the Structural Equation Modeling (SEM) model through the SmartPLS 4.0 application. The results of this study found that advertising had no significant effect on purchasing decisions, price had a significant effect on purchasing decisions, social media had an effect on purchasing decisions, Instagram social media moderated advertising on purchasing decisions, and social media moderated prices on purchasing decisions.