The Effect of Product Quality, Price, and Promotion on Consumers' Purchase Decisions
Keywords:
Product Quality, Price, Promotion, Purchase DecisionAbstract
Introduction/Main Objectives: Main objectives in this study is to determine the effect of Product Quality, Price, and Promotion on AMDK Purchasing Decisions on consumers.
Background Problems: In the Bottled Drinking Water (AMDK) industry, competition is increasingly intense along with the high consumer demand for quality and affordable products. Batu City with many tourists and local residents who need quality drinking water to support their activities. AMDK with the advantages of maintained water quality and natural mineral content, with competitive prices, and effective promotional strategies can create opportunities for AMDK to expand its market share.
Research Methods: The method used in this study is a quantitative method. The sampling method used in this study is non-probability sampling with a sample of 100 consumers. Data collection obtained through questionnaires processed using multiple linear analysis techniques and the tests used are research instrument tests, classical assumption tests and hypothesis tests.
Finding/Results: The results of this study indicate that product quality, price, and promotion have a positive and significant influence on purchasing decisions. Good product quality fosters consumer trust and satisfaction. AMDK must maintain drinking water product quality standards, including clarity, fresh taste, and beneficial mineral content. Furthermore, AMDK must ensure that the key benefits of its products are clearly and easily communicated.
Conclusion: The company needs to optimize its promotional strategy to increase AMDK's competitiveness in the market. Utilizing digital media, engaging promotional campaigns, and collaborating with various parties can strengthen the brand and customer loyalty. Furthermore, well-targeted promotions not only attract new customers but also retain existing ones. Promotion plays a crucial role in shaping purchasing decisions, so the company must continuously innovate its marketing strategy to remain relevant and competitive in the Batu City market.
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