Work

The Influence Of Marketing Strategies On Purchase Decisions (Survey of Poramar UMKM Consumers in Tasikmalaya)

Year: 2026

Type: article

Abstract: This study aims to determine the effect of marketing strategies on purchasing decisions among consumers of Poramar MSMEs in Tasikmalaya. The method used in this study is descriptive quantitative research. The population in this study are consumers who have purchased Poramar products with an unknown total population. The sample of this study was 97 respondents with a non-probability sampling method with purposive sampling. The analytical tool used is multiple linear regression analysis using SPSS version 26.0 for Windows. The research results show that marketing strategy simultaneously influences purchasing decisions. Price and promotion have a partial influence on purchasing decisions, while product and place do not have a partial influence on purchasing decisions.

Source: Journal of Business Management

DOI: 10.70963/jbusman.v3i1.954

Authors: Silva Rosiyana, Budhi Wahyu Fitriadi, Arif Arif

Institution: Universitas Perjuangan Tasikmalaya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7225403891

FWCI:

Cites: 5

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Related to: 10