The Role of Promotion Strategy, Facilities, and Product Quality in Customer Purchase Decisions
Year: 2024
Type: article
Study design: Observational Study
Abstract: In an era of intense market competition, promotion strategies, provided facilities, and product quality are crucial factors influencing customer purchase decisions. Companies need to understand how these elements interact to enhance customer loyalty and expand their market share. This study aims to analyze the impact of promotion strategies, facility availability, and product quality on customer purchase decisions in today's market. It employs a quantitative approach with data collected through questionnaires distributed to customer respondents. Data analysis utilizes regression methods to evaluate the relationship between independent variables (promotion strategies, facilities, product quality) and the dependent variable (purchase decisions). The analysis indicates that effective promotion strategies, adequate facility availability, and high product quality significantly influence customer purchase decisions. These findings provide insights for companies to optimize their strategies in enhancing the attractiveness of their products and services to consumers.
Author: Martha Saraswati
Institution: Universitas Dian Nuswantoro
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409876016