Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian

Dudung Juhana

Abstract


In recent times, the level of business competition is hugely dynamic and complex. Moreover, the competition is full of uncertainties. It causes the companies to create the competitiveness that can be achieved in creative and innovative ways. One way to support the company profits is the consumer decisions which is caused by the satisfactory product quality and the interactive promotional efforts. This study attempts to determine the effect of product quality and promotion on purchase decisions of distro’s products in Bandung. The distro customers are the samples to prove the hypothesis. The research hypothesis has a significant effect. Thus, it can be said that excellent product quality and interactive promotion lead the consumers to buy distro’s products.

Keywords: product quality,  promotion,  purchase decisions.

Full Text:

PDF Remote PDF

References


Andreti, J., Zhafira, N. H., Akmal, S. S., & Kumar, S. (2013). The analysis of product, price, place, promotion and service quality on customers’ buying decision of Convenience Store: A survey of young adult in Bekasi, West Java, Indonesia. International Journal of Advances in Management and Economics, 2(6), 72-78.

Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226.

Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise. Journal of Product & Brand Management, 22(3), 218-228.

Kotler, P,. & Keller, K. L. (2014). Manajemen Pemasaran. Jilid 1 dan 2. Jakarta: PT Indeks.

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG: Marketing. Cengage Learning.

Mowen C, John & Michael Minor. (2002). Perilaku Konsumen Jilid 2. Jakarta: Erlangga.

Rawal, P. (2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary research in social & management sciences, 1(1), 37-44.

Sagala, C., Destriani, M., Putri, U. K., & Kumar, S. (2014). Influence of promotional mix and price on customer buying decision toward fast food sector: a survey on university students in jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research Publications, 4(1), 2250-3153.

Shaharudin, M. R., Mansor, S. W., Hassan, A. A., Omar, M. W., & Harun, E. H. (2013). The relationship between product quality and purchase intention: The case of Malaysias national motorcycle/scooter manufacturer. African Journal of Business Management, 5(20), 8163-8176.

Shimp, T.A. (2010), Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 8th ed., South‐Western, Boston, MA.

Suhidayat, T., Affandi, A., & Sidharta, I. (2016). Service Quality on Customer Value; Perspective from Rural Banking Sectors in Bandung, Indonesia. International Journal of Academic Research in Business and Social Sciences, 6(12), 609-616

Teck Weng, J., & Cyril de Run, E. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70-101.

Weng, H. H., & Wang, H. W. (2013). Investigate Customer Behavior through Excessive Service in Tangible Facilities and Employees Responsiveness. 12, 1327-1348.

Zeithaml, Valerie A, Mary Jo Bitner, & Dwayne D Gremler. (2016), Services Marketing: Integrating Customer Focus Across the Firm (4th edition). Singapore : McGraw Hill.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.