Analysis of the Influence of Social Media, Brand Awareness, and Price Perception on Purchase Decisions of Fiber WiFi Services on Consumers of PT. Lintas Data

Moh. Farid  Fajar; Fedianty  Augustinah; Liling  Listyawati

doi:10.98765/apjbet.v5i03.301

Moh. Farid Fajar Faculty of Administrative Science, Dr. Soetomo University
Fedianty Augustinah Faculty of Administrative Science, Dr. Soetomo University
Liling Listyawati Faculty of Administrative Science, Dr. Soetomo University

DOI: https://doi.org/10.98765/apjbet.v5i03.301

Keywords: social media, brand awareness, price perception, purchase decision

Abstract

This study aims to analyze the influence of social media, brand awareness, and price perception on the purchase decision of fiber WiFi services in consumers of PT. Lintas Data Prima in Surabaya. A sample of 54 respondents was determined by the Slovin formula from a population of 118 active customers. The data was collected through a Likert scale questionnaire and analyzed using multiple linear regression after going through tests of validity, reliability, and classical assumptions. The results showed that the three independent variables had a significant effect on purchase decisions (p < 0.05), with brand awareness as the most dominant variable (β = 0.545). The regression model has an adjusted R² value of 0.517, which shows that 51.7% of the variation in purchasing decisions can be explained by these three variables. These findings provide recommendations for companies to focus more on strengthening brands, optimizing social media interactions, and adjusting prices according to consumer value perceptions.