The Role of Social Factors in Mediating Product Perceptions, Price Perceptions, and Promotions in Cigarette Purchasing Decisions

In the midst of the increasing need for world and national cigarette consumption, it turns out that Bentoel Group's performance is not in line with expectations. The study evaluated product perceptions, price perceptions, and promotional perceptions, through social factors to suggest some improvements to improve cigarette purchasing decisions. The online questionnaire was developed and distributed on social media to collect data and obtained 130 respondents of cigarette consumers in Jabodetabek. This research method uses quantitative methods with the Partial Least Square (PLS) - Structural Equation Modeling (SEM) technique with the Smart PLS 3.0 program. The results of this study revealed that all variables directly influence cigarette purchasing decisions. Social factor variables can mediate product perceptions, price perceptions, and promotional perceptions with cigarette purchasing decisions.