Effects of Product Quality and Promotion on Purchase Decision: A Case Study of The Lanang Suhang Soluble Coffee In Lahat Regency

Titi Hasanah; Hestin; hardiyansyah

doi:10.18535/ijsrm/v9i12.em6

Abstract

This study aims to investigate the effects of product quality and promotion on purchase decisions. This analysis is a case study involving the Lanang Suhang soluble coffee brand in Talang Agung Village, Pajar Bulan District, Lahat Regency, South Sumatera, Indonesia. Data demonstrated that the soluble coffee brand has experienced growth of as much as 10% from the last 3 years of business operation. Data were collected through questionnaires and analysed using SPSS. Results reveal that product quality has no significant effects on purchase decisions. Conversely, the promotion has significant and positive effects on purchase decisions. Simultaneously, both product quality and promotion have significant and positive impacts on purchase decision of the Lanang Suhang soluble coffee brand located in the Talang Agung Village, Pajar Bulan District, Lahat Regency, South Sumatera, Indonesia. Practical implications are discussed.

Keywords

Product QualityPromotionPurchase Decision

References

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[refR-2] Kumambong, R. H., Mandey, S., & Wenas, R. (2017). Analysis of the Influence of Psychology Factors, Product Quality, and Promotion on Purchase Decision of Shop Establishments at PT Wenang Permai Sentosa. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2). ;h: 802-810 (Translated from Indonesian).Google Scholar ↗

[refR-3] Mulyana, T. (2016). Effects of Service Quality and Promotion on Purchase Decision of Yamaha Motorcycle at PT Astra Garut. Jurnal Wacana Ekonomi, 15(2), 033-040. (Translated from Indonesian).Google Scholar ↗

[refR-4] Permana, D. I. (2017). The Effect of Promotion on Purchase Decision of Wooden Flooring Products and Doors at PT Piji in Jawa Timur. Jurnal Manajemen dan Start-Up Bisnis, 2(1), 117-123. (Translated from Indonesian).Google Scholar ↗

[refR-5] Rumondor, P. W., Tumbel, A. L., & Ogi, I. W. (2017). Effects of Product Quality, Price, and Word of Mouth on Purchase Decision of Rumah Kopi and Mie Toronata in Kawangkoan. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2). h;1102-1112 (Translated from Indonesian).Google Scholar ↗

[refR-6] Walukow, A. L. P., & Mananeke, L. (2014). Effects of Product Quality, Price, Promotion, and Location on Purchase Decision in Bentenan Center Sonder Minahasa. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3). :h:1737-1749 (Translated from Indonesian).Google Scholar ↗

[refR-7] Weenas, J. R. (2013). Effects of Product Quality, Price, Promotion, and Service Quality on Purchase Decision of Spring Bed Comforta. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4). (Translated from Indonesian).Google Scholar ↗