PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AEROSTREET
STUDI PADA KONSUMEN AEROSTREET KEDOYA UTARA
DOI:
https://doi.org/10.55606/jurrie.v2i2.1567Keywords:
Promotion, Product Quality, Purchase Decision.Abstract
The rapid development of technology where almost everything is digital has a huge impact in the business world. One example is in the fashion industry, starting from technology that supports the process of making a fashion product, forming a product brand image, to marketing its products because of the flow of information and communication that can reach very widely in an easy and fast way without being limited by space and time through the internet, be it social media, e-commerce, etc. The author is interested in conducting research on the influence of promotion and product quality on purchasing decisions for Aerostreet products in North Kedoya. This study used quantitative research methods with a sample of 347 respondents. The results of this study show respondents strongly agree that promotion and product quality get a good value, evidenced by the positive influence on promotion and product quality on purchasing decisions in the results of this study. The conclusion of this study is that partial and simultaneous promotion and product quality have a positive and significant effect on the purchase decision of Aerostreet products in North Kedoya. This study has limited research on the place and variables used in the study.
References
Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung. Alfabeta.
Alma, B. (2019). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Amalia, S., Naution, M. . (2017). Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusn Pembelian Handphone Merek Xiaomi di Kota Langsa. Manajemen Dan Keuangan, 6, 8–21.
Astuti, R., Ardila, I., & Lubis, R. R. (2021). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Merek Converse. AKMAMI (Akutansi, Manajemen, Ekonomi,), 2, 204–219.
Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173
Irmawati, D. (2011). Pemanfaatan E-commerce Dalam Dunia Bisnis. Ilmiah Orasi Bisnis.
Kholifah, S., & Koerniawan, I. (2022). DESAIN SISTEM INFORMASI PEMASARAN PRODUK KEWIRAUSAHAAN MAHASISWA PROGRAM STUDI KOMPUTERISASI AKUNTANSI UNIVERSITAS STEKOM SEMARANG BERBASIS WEB DAN MOBILE. Stability: Journal of Management and Business, 5(2), 137-147.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
Kuncoro, M. (2013). Metode Riset Untuk Bisnis dan Ekonomi. Erlangga.
Kuswiratmo, Aji, B. (2016). Memulai Usaha Itu Gampang!: LangkahLangkah Hukum Mendirikan Badan Usaha Hingga Mengelolanya. Jakarta: Visimedia. VisiMedia.
Nasrullah, R. (2015). Media Sosial. Simbiosa Rekatama Media.
Panjaitan, W. J., Sholihah, E., Koerniawan, I., & Andriana, M. (2022). Maintaining Organizational Sustaincapability Towards Management Innovation Using Strategic Foresight. Journal of Management and Informatics, 1(1), 12-20.
Prihadi, D., & Susilawati, A. D. (2018). Pengaruh Kemampuan E-Commerce dan Promosi di Media Sosial terhadap Kinerja Pemasaraan. Benefit: Jurnal Manajemen Dan Bisnis, 3(1), 15. https://doi.org/10.23917/benefit.v3i1.5647
Sasongko, Y. A. T. (2021). Fokus Berjualan Daring Selama Pandemi, Merek Sneakers Asal Klaten Tembus Pasar Global. Kompas.Com. https://money.kompas.com/read/2021/04/14/115825026/fokus-berjualan-daring-selama-pandemi-merek-sneakers-asal-klaten-tembus-pasar
Schiffman, G. Leon, K. L. L. (2008). Perilaku Konsumen (Z. Kasip (ed.)). PT. INDEKS.
Schiffman, G. L., & Wisenblit, J. (2019). Consumer Behavior (Twelfth Ed). Pearson Education.
Sigit, S. (2007). Marketing Praktis. Liberty.
Sinulingga, N. A. B., & Sihotang, H. T. (2021). Perilaku Konsumen : Strategi dan Teori. locs Publisher.
Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1), 74–85. https://doi.org/10.26905/jbm.v4i1.1714
Tjiptono, F., Gregorius, & Adriana, D. (2008). Pemasaran Strategik (Andi (ed.)).
Turban, E., Whiteside, J., King, D., & Outland, J. (2017). Introduction to electronic commerce and social commerce. Springer.
Yusuf, M. (2021). Pengaruh Electronic Commerce ( E- Commerce ) Terhadap Peningkatan Pendapatan Pada Umkm Di Kecamatan Bekasi Utara. 05(01), 19–30.