Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian

Aditya, Galuh; Ristanto, Hesti; Catur,

doi:10.54066/jbe.v6i1.99

Cited by 12 publications

(12 citation statements)

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“…Promosi merupakan faktor penting dalam mewujudkan tujuan penjualan suatu perusahaan. Dengan promosi perusahaan dapat mengkomunikasikan produk kepada konsumen (Aditya et al, 2021); (Astuti et al, 2022). Keunggulan-keunggulan dari produk dapat diketahui oleh konsumen dan bisa membuat konsumen tertarik untuk mencoba dan kemudian akan mengambil keputusan untuk membeli suatu produk tersebut (Dairina, 2022); (Musay et al, 2013); (Kumala et al, 2022).…”

Section: Pendahuluanunclassified

Pengaruh Promosi, Harga dan Inovasi Produk terhadap Keputusan Pembelian pada Ajir PT. Takiron Indonesia

Nasir,

Hadi

2023

JIER

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Keputusan pembelian sangat penting bagi perusahaan karena dapat menentukan keberlanjutan usaha. Oleh karena itu perusahaan harus menentukan strategi yang tepat dalam mengetahui factor apa yang dapat mempengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh promosi, harga dan inovasi terhadap keputusan pembelian pada Ajir PT. Takiron Indonesia. Jenis penelitian adalah penelitian kuantitatif. Teknik pengambilan sampel menggunakan Random Sampling dengan jumlah sampel dalam penelitian ini sebanyak 98 konsumen. Teknik pengumpulan data menggunakan kuesioner dengan metode analisis data menggunakan regresi linier berganda. Hasil penelitian ditemukan bahwa promosi tidak berpengaruh terhadap keputusan pembelian sedangkan harga dan inovasi berpengaruh positif terhadap keputusan pembelian Ajir PT. Takiron Indonesia

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Section: Pendahuluanunclassified

Pengaruh Promosi, Harga dan Inovasi Produk terhadap Keputusan Pembelian pada Ajir PT. Takiron Indonesia

Nasir,

Hadi

2023

JIER

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“…Salah satu srategi utama untuk penentuan posisi pasar adalah kualitas produk (Kotler & Amstrong, 2008). Kualitas produk dapat diartikan sebagai totalitas fitur ataupun layanan dari suatu prouk ataupun jasa yang berdasarkan pada kemampuan produk tersebut dalam memenuhi kebutuhan pelanggan secara tersirat (Ristanto & Aditya, 2021). Menurut Hasanah & Usman (2021) kualitas produk merupakan kemampuan untuk menjadi standar peningkatan kualitas menjadi penentu apakah suatu produk berkualitas atau tidak di mata konsumen.…”

Section: Kajian Teori Kualitas Produkunclassified

Pengaruh Kualitas Produk, Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Kopi Kenangan

Dalilah,

Prawoto

2023

MAMEN: Jurnal Manajemen

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Currently, coffee is a type of global drink that is well-known in the world. Coffee is a very well-known commodity throughout Indonesia. Coffee, which used to be synonymous with men and adults, recently young people and even women are increasingly fond of drinking coffee. Along with the increase in coffee consumption from year to year, the coffee shop business has also experienced a significant increase. Each coffee shop must be adept at managing its business by having various concepts to attract the attention of customers. The aim of this research is to increase customer satisfaction at Kopi Kenangan by focusing on the role of product quality, promotion, and service quality. Using IBM Statistics Version 26, evaluate the research hypotheses. Purposive sampling was used to collect a sample of 100 customers, and the results show that product quality has a positive impact on customer satisfaction while promotion has a positive impact and service quality does not. Taken together, product quality and promotion have a real and significant impact on customer satisfaction. Therefore the purpose of this research is to improve product quality and promotional efforts at Kopi Kenangan in order to better meet consumer needs and increase customer satisfaction.

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“…Promotion is part and process of marketing strategy as a way to communicate with the market by using the composition of the promotion mix which includes advertising, sales promotion, and direct marketing (Kotler & Armstrong, 2018). Promotion is a communication from sellers and buyers that comes from the right information and aims to change the attitude, behavior of buyers, who previously did not know so that they become buyers and still remember the product and make purchasing decisions (Aditya et al, 2021). Just like other concepts, the promotion concept needs to first analyze each of the existing factors, so that the targets that have been set are certainly very likely to be achieved.…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Promotional Strategies Through Social Media Marketing on Sales Volume of Micro Small and Medium Enterprises Post-Covid-19 Pandemic

Alimudin¹,

Falani

Mayestino

et al. 2022

ijebd

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Purpose: The purpose of this study was to determine and analyze the effect of advertising promotion strategies and sales promotions through social media marketing on the sales volume of small and medium enterprises after the Covid 19 pandemic. Design/methodology/approach: This study uses quantitative research methods and includes explanatory research because this study intends to explain the causal relationship between variables through hypothesis testing using partial least squares path modeling (PLS-SEM) analysis techniques. The population is MSMEs that use promotional strategies to increase sales volume where the population size is not known with certainty, so for determining the sample using the Chocran formula and based on these calculations, in this study the number of samples used was 100 respondents. Findings: Based on the results of hypothesis testing using SEM-PLS, it is known that the effect of advertising on social media marketing has a significance of 0.04 which is smaller than 0.05. The test results of the influence of Advertising on Sales Volume show a significance scores of 0.19 which is greater than 0.05 and this is in accordance with the facts on the ground due to the COVID-19 pandemic, there is no advertising ability from MSMEs. The test results of the influence of sales promotion on social media marketing show a significance scores of 0.00 which is lower than 0.05. The test results of the influence of sales promotion on sales volume showed a significance scores of 0.00 lower than 0.05. The test results of the influence of social media marketing on sales volume show a significance scores of 0.00 which is lower than 0.05. The effect of X1 on Sales Volume (Z) through social media marketing (Y) is only 7.2%. This effect is small, positive and not significant, as well as the effect of Sales Promotion (X2) on Sales Volume (Z) through social media marketing (Y) of 13%, This effect is small, positive and insignificant. However, the total effect of X1 on Z is 0.202, which means that if X1 increases by one unit, Z can increase directly and indirectly through Y by 20.2%. This effect is Sales Volume (Z), which means that if X2 increases by one unit, Z can increase directly and indirectly through Y by 57.7%. To increase the sales volume of MSMEs after the COVID-19 pandemic, it is necessary to increase the ability of MSMEs to advertise through social media marketing without paying by creating attractive and effective sales promotion strategies in the form of news through social media which can have an impact on increasing MSME sales volume. Paper types: Research paper

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Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian

Cited by 12 publications

References 0 publications

Pengaruh Promosi, Harga dan Inovasi Produk terhadap Keputusan Pembelian pada Ajir PT. Takiron Indonesia

Pengaruh Promosi, Harga dan Inovasi Produk terhadap Keputusan Pembelian pada Ajir PT. Takiron Indonesia

Pengaruh Kualitas Produk, Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Kopi Kenangan

The Effect of Promotional Strategies Through Social Media Marketing on Sales Volume of Micro Small and Medium Enterprises Post-Covid-19 Pandemic

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