ANALISIS KEPUTUSAN PEMBELIAN BATIK “PRINGMAS” PADA PLATFORM FACEBOOK DENGAN DEMOGRAFI SEBAGAI VARIABEL MODERASI

The research entitled “Analysis of Purchase Decisions for “Pringmas” batik on the Facebook Platform with Demographics as a Moderating Variable” aims to determine the effect of the Facebook platform on purchasing decisions. The research also aims to determine the effect of age and gender variables as well as education as a moderator on the Facebook platform variable on purchasing decisions. The research analysis uses the PLS method through the WarpPLS 8.0 application with the data used is data from the results of distributing questionnaires to consumers of "Pringmas" batik and obtaining 154 respondents' answers as return data. The analysis of this study went through several stages, namely calculating the validity, reliability on the first order dimension, algorithm analysis, path diagrams and model evaluation as well as testing the hypotheses on each variable. The results of this study indicate that there is a significant or positive influence on the Facebook platform variable on the purchase decision variable. Research also shows that there is a significant or positive influence on the age variable, gender variable and education variable as a moderating variable incorporated in the demographic classification on the Facebook platform on purchasing decisions.