Determinasi Keputusan Pembelian Furnitur pada UKM Jaya Meuble Kabupaten Badung

This study aims to analyze the effects of service quality, social media marketing, and price on furniture purchasing decisions at Toko Jaya Meuble, a small and medium-sized enterprise (SME) in Badung Regency. The study was motivated by a 4% decline in sales volume during 2023–2024, associated with service-related issues, digital marketing challenges, and price competition. This study employed a quantitative approach with an explanatory research design. A total of 85 respondents were selected using purposive sampling. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using multiple linear regression with SPSS version 29.0. The results indicate that service quality has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.312 and a significance value of 0.001. Social media marketing also has a positive and significant effect, with a regression coefficient of 0.245 and a significance value of 0.007. Meanwhile, price exhibits the strongest positive and significant effect, with a regression coefficient of 0.380 and a significance value of 0.000. Simultaneously, all three variables significantly influence purchasing decisions, with an F-statistic of 58.412 and a significance value of 0.000. The coefficient of determination (R²) of 0.684 indicates that these variables collectively explain 68.4% of the variance in purchasing decisions. The study concludes that service quality, social media marketing, and price are important determinants of furniture purchasing decisions. These findings provide practical implications for SME managers to improve service timeliness, optimize digital promotional activities, and implement competitive pricing strategies aligned with product value. Such strategies are expected to strengthen business competitiveness, enhance consumer trust, and encourage sustainable purchasing decisions amid increasingly intense competition in the local furniture industry.