Pengaruh Desain Produk, Harga Dan Promosi Di Media Sosial Tehadap Keputusan Pembelian Pashmina (Study Kasus Pada Remaja Di Kota Cirebon)

Abstract

The hijab, which was previously considered monotonous and outdated, is now contrary to today's reality. If a few years ago Indonesian hijabs preferred rectangular hijabs, now pashmina is starting to be popular. The media that are growing rapidly in Indonesia are Instagram and Tiktok with more than 100 million users. and the average user is teenagers. This research aims to test the hypothesis. This research is included in the quantitative research category. In this research, the sampling technique used was convenience sampling. Data collected through questionnaires to close friends totaling 100 teenagers in the city of Cirebon. The research results also show that product design, price and promotion on social media have a significant influence on purchasing decisions for Pashmina.