Work

Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Pada UD Kerupuk Rambak Lestari Eco Tulungagung

Year: 2024

Type: article

Abstract: The study aims to assess how price, product quality, and promotion affect purchase decisions on Lestari Eco Tulungagung. Primary data are gathered through questionnaire distribution, supplemented by secondary data from a literature review. The population consists of all consumers of Lestari Eco Tulungagung, with a sample of 100 respondents selected employing the Accidental Sampling method. Employing a quantitative approach, the research utilizes data analysis methods including instrument testing, classical assumptions, and hypothesis testing. Analysis conducted using SPSS version 27 indicates that both collectively and individually, price, product quality, and promotion significantly impact purchase decisions on Lestari Eco Tulungagung.

Source: EKONIKA Jurnal Ekonomi Universitas Kadiri

DOI: 10.30737/ekonika.v9i2.5764

Authors: Titania Putri Firnanda, Lina Saptaria

Institution: Universitas Islam Kadiri

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407828635

FWCI: 0.935

Cites: 17

Cited by: 2

Related to: 10