The Influence of Promotion and Product Quality on Purchasing Decision

Devi Sri Rahayu (), Sri Ayu Lestari, Teten Mohamad Sapril Mubarok, Nizar Alam Hamdani and Intan Permana
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Devi Sri Rahayu: Universitas Garut
Sri Ayu Lestari: Universitas Garut
Teten Mohamad Sapril Mubarok: Universitas Garut
Nizar Alam Hamdani: Universitas Garut
Intan Permana: Universitas Garut

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 956-962 from Springer

Abstract: Abstract This study examines the effect of promotion and product quality on purchasing decisions. One of Indonesia’s most popular smartphone products is experiencing a drastic decline in market share sales. This condition will not change if the promotion program and product quality are not improved. Smartphone products can be effectively promoted and marketed by mentioning product sophistication. Researchers used a descriptive quantitative method on 30 respondents online to obtain data on purchasing decisions in Indonesia. The data collection process for this study used a cross-sectional survey approach. The data collected was then analyzed with multiple regression methods using SPSS software. Based on the results of data analysis, there is a partial promotion effect on purchasing decisions. Furthermore, there is a partial effect of product quality on purchasing decisions. Finally, there is a simultaneous influence of promotion and product quality on purchasing decisions. After the variables are compared, the effect of product quality on purchase decisions is more significant than promotion. Thus, the promotion program’s efforts to improve the condition of purchasing decisions are more vital. Purchase decisions will increase with an effective promotion program. The weakness of this study is that it does not test the relationship between promotion and product quality.

Keywords: Product Quality; Promotion; Purchasing Decisions (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_125

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