PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA UD. JUGLE DI SITUBONDO DENGAN MINAT BELI KONSUMEN SEBAGAI VARIABEL INTERVENING

Aqidah, Lailatul and Kusnadi, Edy and Wiryaningtyas, Dwi Perwitasari (2022) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA UD. JUGLE DI SITUBONDO DENGAN MINAT BELI KONSUMEN SEBAGAI VARIABEL INTERVENING. Jurnal Mahasiswa Entrepreneur (JME) FEB UNARS, 1 (5). pp. 1111-1124. ISSN 2964-8750

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Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

Marketing management is the process of all exchange activities with the aim of obtaining profits and also satisfaction for consumers. The company will achieve good goals if the business undertaken is in accordance with the predetermined marketing strategy. The purpose of this study was to analyze and test the effect of marketing strategy on increasing product sales at UD. JUGLE. The population in this study were all UD consumers. JUGLE which is located in Situbondo Regency. The sampling technique used is a probability sampling technique with a simple random sampling method. Data analysis and hypothesis testing in this study used the Smart PLS 3.0 (Partial Least Square) application with the Structural Equation Model. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that product quality has a significant positive effect on consumer buying interest, product quality has a positive but not significant effect on purchasing decisions, promotions have a significant effect on consumer buying interest, promotions have a significant effect on purchasing decisions, interest consumer buying has a significant effect on purchasing decisions. The results of the indirect effect hypothesis test show that product quality has a significant effect on purchasing decisions through consumer buying interest, promotions have a significant effect on purchasing decisions through consumer buying interest. Keywords: Product quality, Promotion, Consumer buying interest, Purchase decision

Item Type:	Article
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Dr Dwi Perwitasari Wiryaningtyas SE,MM
Date Deposited:	13 Apr 2023 07:02
Last Modified:	13 Apr 2023 07:02
URI:	http://repository.unars.ac.id/id/eprint/601

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