PENGARUH HARGA DAN PROMOSI PADA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN BERAS FORTIVIT DI PERUM BULOG DIVRE JABAR

Abstract

The Head of Representative for the West Java Province Population and Family Planning Agency (BKKBN) revealed that the stunting prevalence rate in West Java until 2021 is 24.5%. Thus Perum BULOG innovates to create superior products, namely fortified rice with the brand name Rice Fortivit which contains vitamins and a 1kg packaging price of IDR 18,000. However, looking at the data obtained from 2020 - May 2022 regarding sales of fortivit rice at Perum BULOG Divre Jabar which is not in line with achieving targets and sales volume each month has experienced significant ups and downs. The population in this study is fortivit rice consumers in the city of Bandung as many as 9,047. The analysis technique used in this study is multiple linear regression analysis and correlational analysis with the hypothesis that there are 3, namely H1 there is an effect of price on the purchasing decision of fortivit rice, H2 there is an effect of promotion on Instagram on the purchasing decision of fortivit rice, and H3, namely the influence of price and promotion on Instagram on purchasing decisions for Fortivit rice.