This research aims to analyze the influence of price and product quality on purchasing decisions with purchase intention as a mediation variable in UMKM of Kacang Kulit Cap AS in Blora Regency. The method used is quantitative with an associative approach and multiple linear regression analysis using SmartPLS software. The sample of this study consisted of 389 respondents who were selected using the simple random sampling technique. Research results show that price and product quality have a positive and significant effect on purchase intention, while product quality does not have a direct significant effect on purchasing decisions. Purchase intention is proven to play a role as a significant mediation variable between price and product quality with purchasing decisions. These findings show that competitive prices and good product quality can increase purchase intention and purchasing decisions, thus providing practical implications for UMKM to continue to improve their pricing strategies and product quality.

Micro, Small and Medium Enterprises (MSMEs) have a very important role in the Indonesian economy. Among its important roles is being able to absorb labor and encourage economic growth. The development of social media in Indonesia has shown very rapid growth in recent years. Due to the important role of MSMEs and the rapid development of social media, MSME players feel the need to utilize social media for digital marketing activities. Activities are carried out by providing understanding and training on the use of social media. From the activities that have been carried out, it shows that there is an understanding of social media and its use in the hope of attracting potential buyers which will have an impact on increasing the sales turnover of MSMEs.