The Model Of Product Quality, Promotion, Price, And Purchase Decisions

Abstract

The development of increasingly complex consumer needs and increasingly sharp market competition causes HONDA must be able to compete to show the benefits of its products and grab the attention of the consumers, one way to do it is to create a new product class SUV Medium namely HONDA H-RV. Consumers who will take the decision in choosing HONDA H-RV will consider various things in buying. Considerations are influenced by product quality, price, and promotion. Analytical techniques using validity test, Realibility test, multiple linear regression, t test, F test with SPSS 23.0 tool. based on the results of statistical calculations with linear regression analysis can be shown by the regression equation Y = 1,956 + 0,462X1 + 0,239X2 + 0,256X3 + e from regression equation known that product quality, price, and promotion have positive influence to purchasing decision. The result of calculation coefficient of determination equal to 0,673, it shows that product quality, price, and promotion are able to explain purchase decision equal to 67,3%. While the remaining 32.7% is explained by other variables that are not observed. Based on the result of data analysis, it can be concluded that there is positive influence of product quality, price, and promotion to decision of purchase of HONDA H-RV and have strong correlation level, it means if product quality, price, and promotion is increased it will result in high purchase decision

Marketing strategies and consumers purchasing behaviour in Ghana: A case of Nestle Ghana Limited

“…Also, Adela (2017) found consumer purchasing behavior to be significantly predicted by sales promotion and thus concluded that sales promotion plays a vital role in improving the purchasing behavior of consumers. Similarly, Imaningsih (2018) and Nakarmi (2018) all concluded that sales promotion is a significant predictor of purchasing behavior. Thus, consumers are highly likely to exhibit better purchasing behavior in the presence of effective sales promotion strategies such as; discounts/discount coupons, free samples, free gifts, bulk purchase deals.…”

“…Also, a similar study was conducted by Shamout (2016) and found sales promotion to significantly promote consumers' behavior. Imaningsih (2018) added that sales promotion plays a crucial role in ensuring positive consumers' behavior. This finding was generated from the use of multiple linear regression.…”

“…It was, therefore, concluded that the production of quality products is key to ensuring high and quality purchasing behaviors of consumers of the Nitchi product. Imaningsih (2018), for instance, investigated product quality and purchasing decisions among its specific objectives. Data obtained through structured questionnaires were processed using SPSS version 23.0 and further analyzed using T-test and linear regression.…”

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“…Penelitian sebelumnya telah menjelaskan temuan bahwa promosi merupakan salah satu faktor yang akan mempengaruhi keputusan pembelian konsumen (Brata et al, 2017;Familmaleki et al, 2015;Imaningsih, 2018). Rachmawati et al (2019) mengungkapkan bahwa walaupun pengaruhnya lebih kecil dibandingkan kualitas produk dan harga, namun harga menjadi pertimbangan bagi konsumen dalam keputusan pembelian.…”

Mediasi Corporate Image pada Hubungan Price Policy dengan Keputusan Pembelian

“…Keterkaitan price policy dengan keputusan pembelian juga sudah relatif banyak ditemukan pada beberapa artikel hasil riset. Imaningsih (2018) mengungkapkan bahwa terdapat korelasi erat antara kebijakan harga dengan keputusan konsumen untuk melakukan pembelian. Temuan riset tersebut sejalan dengan temuan Adam (2017) bahwa kebijakan harga memiliki sensitivitas pada prilaku konsumen dalam melakukan pembelian ulang.…”