Pengaruh kualitas produk, diskon harga, dan Promosi terhadap keputusan pembelian

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Vol. 5 No. 4 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Published: Nov 25, 2022
Keywords:
Buying decision; Quality; Price discount; Promotion; Competition

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Risma Herdian
Universitas Widyatama
Devy M. Puspitasari
Universitas Widyatama

Abstract

Competition between retail store owners is now unavoidable because many companies are competing to increase market share and reach new customers. This study aims to determine the effect of product quality, discounts, and promotions on purchasing decisions: an empirical study on Griya Department Stores. The method used in this study is multiple regression analysis. The data used is primary data collected through collecting questionnaires from 100 Griya Department Store customers. Empirical investigations show that product quality and promotional power have a strong influence on purchasing decisions. While the price discount has no relationship with the purchase decision, Good product quality accompanied by proven promotional power strengthens the customer's decision to buy. High price discounts do not always affect the customer's decision to buy the product. This research is useful for encouraging department store management to pay attention to their promotions so that they are right on target and reach their market. Excellent product quality, management must pay attention to give customers confidence that they are purchasing from the right place.

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How to Cite
Herdian, R. ., & Puspitasari, D. M. . (2022). Pengaruh kualitas produk, diskon harga, dan Promosi terhadap keputusan pembelian . Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(4), 1777–1785. https://doi.org/10.32670/fairvalue.v5i4.2719
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