Membentuk Keputusan Pembelian Konsumen: Sinergi Digital Entrepreneurship, Persepsi Harga dan Kualitas Produk Studi Pada Konsumen Jatinangor House Kota Bogor

This study aims to analyze and determine 1) The Influence of Digital Entrepreneurship on Purchase Decisions, 2) The Influence of Price Perception on Purchase Decisions, 3) The Influence of Product Quality on Purchase Decisions of Jatinangor House consumens in Bogor City. The development of a competitive culinary industry in the digital economy era requires business actors to integrate technology and maintain product value alignment in order to influence consumer behavior. The type of research used is a quantitative approach with a survey method. Primary data collection was conducted through the distribution of structured questionnaires with a Likert scale to 180 respondents selected using non-probability sampling technique with a purposive sampling approach, which is a sampling technique based on certain criteria established by the researcher. The criteria for respondents are Jatinangor House consumens in Bogor City who have made a product purchase. The data analysis method used in this research is Structural Equation Modeling (SEM) through the Partial Least Squares (SEM-PLS) analysis tool with the assistance of SmartPLS 4.0 software. The results of hypothesis testing show that: 1) Digital Entrepreneurship has a positive and significant effect on Purchase Decisions with a t-statistic value of 3.021 and a p-value of 0.003, 2) Price Perception has a positive and significant effect on Purchase Decisions with a t-statistic value of 1.988 and a p-value of 0.047, and finally 3) Product Quality has a positive and significant effect on Purchase Decisions with a t-statistic value of 6.493 and a p-value of 0.000 The results of this study show that the variables of Digital Entrepreneurship, Price Perception, and Product Quality have a positive and significant influence on the Purchase Decisions of Jatinangor House consumens in Bogor City. Product Quality is proven to be the variable that has the most dominant influence on the Purchase Decisions of Jatinangor House consumens in Bogor City.