Measurement of Determinants of Purchase Decision on Retail Products

Cut Edwina Safia Oebit and Septiani Juniarti
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Cut Edwina Safia Oebit: Faculty of Economic and Business, Universitas Mercu Buana Jakarta, Jl. Meruya Selatan No.1 Kembangan, Jakarta 11650
Septiani Juniarti: Faculty of Economic and Business, Universitas Mercu Buana Jakarta, Jl. Meruya Selatan No.1 Kembangan, Jakarta 11650

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 8, 482-492

Abstract: The purchase decision is an important stage in the field of marketing, both from the point of view of producers and consumers. Purchasing decisions are related to several other aspects of purchasing, namely: purchase intention, purchase planning, and supplier assessment and selection. This study focuses on purchasing decisions in relation to product price, product quality, and promotion. The influence of these three factors was measured and analyzed using a quantitative research approach, where data was collected through questionnaires. The case study in this research is on retail service products, where consumers of service products receive their products at the same time these products are produced and marketed. The results of the study show that product quality and price have a positive and significant effect on purchasing decisions on cut flower products. Rose Flower Florist. Meanwhile, Promotion has a positive and insignificant effect on purchasing decisions on cut flower products by rose flower florists.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:7:y:2023:i:8:p:482-492

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