The Influence of Social Media, Product Quality, and Price on Purchasing Decisions on UMKM Ayra & Eve in Surabaya

Purchasing decisions are very important. Because a product will be sold, with a purchase decision made by consumers. As with the UMKM Ayra & Eve in Surabaya, the more purchasing decisions made by consumers, the more products are sold. In this study to analyze the influence of social media, product quality, price on purchasing decisions. This study uses quantitative research with a sample of 80 respondents. And data were analyzed using multiple linear regression analysis techniques and classical assumption tests. Simultaneous social media, product quality, and significant price for purchasing decisions. Therefore, the UMKM Ayra&Eve in Surabaya must be maintained.


I. INTRODUCTION
As the development of an increasingly modern era, the need for gifts or gifts both for weddings, birthdays, graduations or other events is increasing. Therefore, increasing online marketing also markets various gift products through social media with various forms or models for various needs or events. It is easy for consumers to find various gift sellers through social media like Instagram, so that at an affordable cost and without visiting directly to meet the seller, their needs for various prizes have been fulfilled. This creates its own competition for sellers through social media to influence buyers' buying decisions.
In influencing purchasing decisions, a good and good marketing strategy is needed. One way is to do online marketing using social media which is popular in this modern age. Online marketing is the marketing of a product from the seller to the consumer by using electronic media making it easier for consumers to meet their needs without having to directly visit the store or seller. Like through social media Instagram and others. In addition, by providing good quality products and prices, consumer purchasing decisions also increase. Like the UMKM Ayra&Eve in Surabaya, which is one of the UMKM Ayra&Eve with online marketing that sells various gift products for events. Where has quite a lot of competitors. Therefore it must improve social media as a marketing tool and maintain product quality, as well as good prices. Schiffman dan Kanuk, (2004:547) states the purchase decision is the choice of two or more alternative choices of purchasing decisions, meaning that someone can make a decision, there must be several alternative choices. A purchase decision is a process of making a purchase decision that includes determining what will be purchased or not making a purchase and the decision is obtained from previous activities (Assauri, 2004:141)

Types of Research
The type of research used by researchers is associative research with quantitative research data types.
Quantitative research methods can be interpreted as research methods based on the philosophy of positivism, used to examine certain populations or samples, sampling techniques are generally done randomly, data collection uses research instruments, quantitative / statistical data analysis with the aim of testing hypotheses that has been established.

Population and Samples
In the book Business Research Methods Sugiyono, (2008), the population is a generalization region consisting of: objects / subjects that have certain qualities and characteristics set by researchers to be studied and then conclusions drawn. The population in this study is the unknown number of UMKM Ayra&Eve consumers in Surabaya.
The sample is part of the number and characteristics of the population. (Book of Business Research Methods).
Researchers in determining the number of samples that will be used in this study use the formula Joseph F. Hair, (2014) where the sample size depends on the number of all indicators multiplied by at least 5 to a

Research Instrument
To provide an overview of the preparation of the following research questionnaire, the design of the research instrument is presented. 2) Customers can interact well on social media to find out information on Ayra& Eve products.
3) UMKM Ayra&Eve still establish good communication on social media postpurchase, (both in providing further info or bookings).

4) Through social media, UMKM
Ayra&Eve have delivered all product information in a complete and interesting manner.

Quality (X2)
Product quality is the ability of a product that is produced by the UMKM Ayra&Eve as well as possible to produce customer satisfaction.
1) The quality of the material used is good.
2) UMKM Ayra&Eve products are special in terms of uniqueness.

4) Custom products purchased in
accordance with order details (in terms of forms or other special requests).
5) The durability of UMKM Ayra&Eve products is quite durable.
6) UMKM Ayra&Eve products include attractive products to buy.

Price (X3)
Prices have a very important role to influence consumers to be able to buy products offered by UMKM Ayra& Eve.
1) The price of UMKM Ayra&Eveproducts is quite affordable.

2)
Prices offered are in accordance with the benefits & features of the product.
3) UMKM Ayra&Evehave given discounts, both at certain moments or loyal customers.

Purchasing Decision (Y)
Purchasing decisions are a very important element in marketing. Because without a 1) Purchase UMKM Ayra & Eve products due to needs or desires. purchasing decision from the consumer, the product or service will not sell in the market.
2) Buy UMKM Ayra & Eve products on the basis of information and related sources.
3) Decide to buy UMKM Ayra & Eve products after selecting other alternatives.

Data Analysis Techniques
In this study using multiple linear regression analysis to determine how much influence the independent variable (independent) on the dependent variable (dependent) on changes from each increase or decrease in the independent variable that will affect the dependent variable [14]. Multiple linear regression analysis is used to analyze the influence of the independent variables (social media, product quality, price) on the dependent variable, namely the purchasing decision.

Test of Reliability and Validity
To test the validity of the questionnaire, the researcher conducted a validity test which was used to support the regression analysis. Validity shows the extent to which the accuracy and accuracy of a measuring instrument in performing the function of the measuring instrument (SaiffudinAzwar, 2001). Valid instruments can be used to uncover data from variables that are correctly searched. The minimum requirements that must be agreed to are requirements if r count> r table.

Hypothesis Testing
1) The F test is used to determine whether the independent variable has a significant influence or not on the dependent variable.
2) The t test is used to see whether the independent variable depends partially on the dependent variable.

Classic Assumption Test
1) Multicollinearity Test, Testing this assumption to show the existence of a linear relationship between the independent variables in the regression model and to show the presence or absence of a high degree of colinearity among the independent variables.
2) Heteroscedasticity test, used to test whether in the regression model variance or residual inequality occurs one observation to another observation 3) Normality Test, aims to test whether in the regression model the intruder or residual variable has a normal distribution. The data of this study have cronbach's alpha 0.932 and are above 0.60, so the data of this study can be declared reliable. Validity test shows that all indicators used to measure social media variables (X1), product quality (X2), and price (X3), and purchasing decisions (Y) used in this study have correlation coefficients or rcounts greater than rtable = 0.1852 (rtable value for n = 80). So that all these indicators are valid.   concluded that social media (X1), product quality (X2) and price (X3) simultaneously have a positive and significant effect on purchasing decisions (Y) on UMKM Ayra&Eve in Surabaya.  Based on the table above it can be seen that the regression model does not experience multicollinearity. This can be seen in the tolerance value of each independent variable greater than 0.1. The VIF calculation results also show that the VIF value of each independent variable is less than 10. So it can be concluded that there is no multicollinearity between independent variables in the regression model

2) Heteroscedasticity Test
From the Scatterplot graph in the picture above it can be seen that the points spread randomly, both above and below the zero on the Y axis. It can be concluded that the model in this study

3) Normality test
In the picture above it can be seen that the standardized normal probability plot of regression graph shows a normal graph pattern. This can be seen from the points that spread around the diagonal line and the diagonal line from the lower left to the top right. Then it can be concluded that the regression model is feasible because it meets the assumptions of normality.

Testing the Influence of Social Media on Purchasing Decisions
The test results obtained by t value calculated for social media variables on purchasing decisions showed the value of tcount = 3.430> from ttable 1.991 with a significance of 0.001 <0.05, which means significant. Thus partially social media has a positive and significant effect on purchasing decisions on UMKMAyra&Eve in Surabaya.

Testing the Influence of Product Quality on Purchasing Decisions
The test results obtained by t value calculated for product quality variables on purchasing decisions shows the value of tcount = 6.003> from ttable 1.991 with a significance of 0.000 <0.05, which means significant. Thus partially product quality has a positive and significant effect on purchasing decisions on UMKM Ayra&Evein Surabaya.

V. CONCLUSION
Social Media (X1) has a significant influence on Purchasing Decisions (Y). Where the significance value of X1 = 0.001 <0.05. The decision to purchase MSMEs is influenced by social media which is a marketing tool used. Product Quality (X2) has a significant influence on Purchasing Decisions (Y). Where the significance value of X2 = 0,000 <0,05. This is because UMKM consumers Ayra& Eve agree that product quality has a positive effect on purchasing decisions. Price (X3) has no significant effect on Purchasing Decisions (Y). Where the value of X3 = 0.302> 0.05. This is because consumers do not see the price, because sold are products for gifts that are special gifts (can be ordered). So consumers buy products for others by looking at the product not the price. So the price has no significant effect. Social media variables (X1), product quality (X2) and price (X3) simultaneously have a significant effect on Purchasing Decisions (Y) with significant values smaller than 0.05, which is 0,000.
The results of this study indicate that by maintaining social media as a good marketing tool and improving the quality of products that are owned, it will make consumers continue to make purchasing decisions on UMKM Ayra& Eve in Surabaya. And with cheaper prices for each product, consumers will be increasingly interested in buying, not just to give gifts to others. In addition, this research can be a reference for further research on the same topic and other variables because there may be other variables besides social media, product quality, prices that might influence purchasing decisions. This is because the value of R Square shows that there are other variables that are not studied which can influence purchasing decisions.