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In the era of digital technology that continues to develop, the world is moving towards transactions with a very positive approach. Over the last two decades, digitization has revolutionized not only consumer marketing but also industrial marketing. The effect of digital marketing communication on product categories such as books, music, fashion accessories, clothing, banking and online games has been well researched by researchers, but research on culinary product categories is still limited. This study aims to explain the influence of social media, product quality and price perceptions on purchasing decisions for culinary products in the City of Yogyaikarta. The sample used was 100 respondents who were taken by accidental sampling technique. The collected data were then analyzed using multiple linear regression methods. The results showed that social media had an effect on purchasing decisions for culinary products in the city of Yogyakarta. Likewise, product quality and price perceptions also influence purchasing decisions. This is indicated by the t test with a significance value of 0.034 for social media, 0.026 for product quality and 0.000 for price perception. Thus H1, H2 and H3 are statistically supported. The adjusted R2 value is 0.672 which indicates that 67.2% of purchasing decisions can be explained by the influence of social media, product quality and price perception, while the remaining 22.8% is influenced by other variables not included in this model.

The Influence Social Media, Product Quality and Price Perception on Culinary Product Purchase Decisions in the Era of Pandemic Covid-19