PENGARUH HARGA KOMPETITIF, KUALITAS LAYANAN DAN PEMASARAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN BUKET BUNGA ARTIFICIAL (STUDI KASUS MENDUKUNG PRODUK BERKELANJUTAN UMKM HI.BOUQET KABUPATEN SUKABUMI)

This study aims to determine the effect of competitive pricing, service quality, and marketing through Instagram on the decision to purchase artificial flower bouquets, with a case study of Hi.bouqet, an SME that supports sustainable products. This study uses a quantitative approach with a survey method. The population in this study is consumers of Hi.bouqet artificial flower bouquets. The sampling technique used is non-probability sampling with a purposive sampling approach, and the sample size is 200 respondents. Data analysis was conducted using the Structural Equation Modeling (SEM) method with a Partial Least Squares (PLS-SEM) approach, and processed using SmartPLS 4 software. The results of the study indicate that competitive pricing, service quality, and marketing through Instagram social media significantly influence consumer purchasing decisions.
Keywords: Competitive price, Service quality, Instagram social media marketing, Purchase decision.