PENGARUH PERSONAL BRANDING DAN HARGA RITA RIAS WEDDING ORGANIZER TERHADAP KEPUTUSAN PEMESANAN KONSUMEN di KECAMATAN KALAPANUNGGAL KABUPATEN SUKABUMI

Technological advancements have enabled people to access various online media and utilize them as a means of communication, including personal branding and sales promotion. where individuals create desired impressions and images to attract the interest of the target market. Additionally, pricing is also an important consideration for consumers when making purchasing decisions. This research aims to explore the influence of personal branding and pricing on consumer booking decisions at Rita Rias Wedding Organizer, a wedding organizer company in Sukabumi. The data collected will be used to analyze whether personal branding on social media and wedding package prices have a significant impact on consumer purchasing decisions. Multiple linear regression is used as the quantitative research strategy in this study. The research aims to examine the influence of pricing and personal branding of the wedding planner Rita Rias on consumer purchasing patterns in Kalapanunggal Subdistrict. The research results show that personal branding and pricing significantly influence consumer booking decisions at Rita Rias Wedding Organizer. Strong, positive, and relevant personal branding can enhance consumer purchasing decisions, while competitive pricing also plays a crucial role in influencing those decisions. For future research, it may be considered to involve more variables, such as service quality, reputation, or testimonials from previous consumers, to gain a more comprehensive understanding of the factors influencing consumer booking decisions.

Keywords: Pricing; Consumer Booking Decisions; Personal Branding.