Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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The Influence of Promotion and Product Quality on Purchasing Decision

Authors
Devi Sri Rahayu1, *, Sri Ayu Lestari1, Teten Mohamad Sapril Mubarok1, Nizar Alam Hamdani1, Intan Permana1
1Universitas Garut, Garut, 44151, Indonesia
*Corresponding author. Email: 24081121048@fkwu.uniga.ac.id
Corresponding Author
Devi Sri Rahayu
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_125How to use a DOI?
Keywords
Product Quality; Promotion; Purchasing Decisions
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_125How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Devi Sri Rahayu
AU  - Sri Ayu Lestari
AU  - Teten Mohamad Sapril Mubarok
AU  - Nizar Alam Hamdani
AU  - Intan Permana
PY  - 2024
DA  - 2024/06/26
TI  - The Influence of Promotion and Product Quality on Purchasing Decision
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 956
EP  - 962
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_125
DO  - 10.2991/978-94-6463-443-3_125
ID  - Rahayu2024
ER  -