2021
DOI: 10.18535/ijsrm/v9i12.em6
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Effects of Product Quality and Promotion on Purchase Decision: A Case Study of The Lanang Suhang Soluble Coffee In Lahat Regency

Abstract: This study aims to investigate the effects of product quality and promotion on purchase decisions. This analysis is a case study involving the Lanang Suhang soluble coffee brand in Talang Agung Village, Pajar Bulan District, Lahat Regency, South Sumatera, Indonesia. Data demonstrated that the soluble coffee brand has experienced growth of as much as 10% from the last 3 years of business operation. Data were collected through questionnaires and analysed using SPSS. Results reveal that product quality has no sig… Show more

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“…Sellers of cosmetic products market their products by highlighting the quality of the product brand (Arifin et al, 2022). In contrast, (Hasanah et al (2021), and Kirana (2022) assert that product quality does not impact purchase decisions.…”
Section: Introductionmentioning
confidence: 99%
“…Sellers of cosmetic products market their products by highlighting the quality of the product brand (Arifin et al, 2022). In contrast, (Hasanah et al (2021), and Kirana (2022) assert that product quality does not impact purchase decisions.…”
Section: Introductionmentioning
confidence: 99%