Influencing purchase choices: analyzing the interplay between product quality, promotion, and hammerstout products
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Published:
Nov 30, 2023
Keywords:
Product Quality, Promotion, Purchasing Decision
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Economy
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Abstract
The present study aims to examine the influence of brand image, promotion, and product quality on consumer purchase behavior, with a specific emphasis on Hammerstout items. The fashion industry in Indonesia, encompassing the apparel sector, plays a substantial role in fostering the economic development of the nation. The research utilizes a range of analytical methodologies, including as descriptive statistical analyses, instrumental tests, tests of classical assumptions, double linear regression analyses, and hypothesis testing. The results indicate that the quality of a product plays a substantial role in shaping consumers' purchase choices, accounting for a large proportion of 63.2% in the overall decision-making process. Promotion has a beneficial influence on purchasing decisions, accounting for a significant proportion of 20.1%. The combined factors of product quality and promotion contribute to 83.3% of the impact on consumer purchasing decisions, while the remaining 16.7% is ascribed to other variables
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How to Cite
Rivaldi, A. M. . and Faritzal, A. . (2023) “Influencing purchase choices: analyzing the interplay between product quality, promotion, and hammerstout products”, Jurnal Mantik, 7(3), pp. 2809-2816. doi: 10.35335/mantik.v7i3.4332.
References
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Prof. Dr. Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK (2nd ed.). Alfabeta.
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management, 25(1), 153–183. https://doi.org/10.1108/JFMM-07-2019-0137
Sembiring Brahmana, R. W., Mohammed, F. A., & Chairuang, K. (2020). Customer Segmentation Based on RFM Model Using K-Means, K-Medoids, and DBSCAN Methods. Lontar Komputer?: Jurnal Ilmiah Teknologi Informasi, 11(1), 32. https://doi.org/10.24843/lkjiti.2020.v11.i01.p04
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 1–4. https://doi.org/10.4172/2168-9601.1000223
Sriwardiningsih, E., & Bharata, A. (2017). Pengaruh Kualitas Produk and Promosi Terhadap Keputusan Pembelian Produk Otomotif. Jurnal Manajemen Indonesia, 16(2), 119. https://doi.org/10.25124/jmi.v16i2.317
Warasto, H. N. (2018). ANALISA PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pasta Gigi Pepsodent Di Wilayah Jakarta Timur). JURNAL SeMaRaK, 1(1), 1–12. https://doi.org/10.32493/smk.v1i1.1243.y2018
Younas, A., Pedersen, M., & Inayat, S. (2023). Practical strategies to identify and address discordant findings in mixed methods research. Research Methods in Medicine & Health Sciences, 4(1), 24–33. https://doi.org/10.1177/26320843221122342
Arifin, S., Rachman Putra, A., Seno Anjanarko, T., Masithoh, N., Ryadin, F., & Syaiful Anwar, M. (2021). Refrigerator Purchase Decisions are Reviewed from the Price Level, Product Quality and Promotion. Journal of Marketing and Business Research, 1(2), 2962–9012. https://doi.org/10.56348/mark.v1i2.38
Asmara, A., Purnamadewi, Y. L., Mulatsih, S., & Novianti, T. (2016). The Alternative Strategy For Strengthening Indonesian Textile and Clothing Industry Structure. Jurnal Bisnis Dan Manajemen, 17(1), 33–47. https://doi.org/10.24198/jbm.v17i1.5
Aulia, D., Ma’ruf, M., & Besra, E. (2022). Online purchasing behavior model: the exploration of protection motivation theory. Enrichment: Journal of Management, 12(5), 4135–4142.
Aziz, S., Md Husin, M., Hussin, N., & Afaq, Z. (2019). Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics, 31(1), 81–104. https://doi.org/10.1108/APJML-12-2017-0311
Bastos, J. L., Duquia, R. P., González-Chica, D. A., Mesa, J. M., & Bonamigo, R. R. (2014). Field work I: Selecting the instrument for data collection. Anais Brasileiros de Dermatologia, 89(6), 918–923. https://doi.org/10.1590/abd1806-4841.20143884
Ghaani Farashahi, B., Easter, E., & Annett-Hitchcock, K. (2018). Price and perceived product quality: a comparison of denim jeans in three price categories. Journal of Fashion Marketing and Management, 22(3), 369–386. https://doi.org/10.1108/JFMM-10-2017-0104
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Universitas Diponegoro.
Haryanto, B., Febrianto, A., & Cahyono, E. (2019). Lifestyle and Consumer Preferences in Choosing Local or Foreign Brands: a Study of Consumer Behavior in Surakarta – Indonesia. Jurnal Manajemen Dan Kewirausahaan, 21(1), 74–88. https://doi.org/10.9744/jmk.21.1.74-88
Hendy Tannady, & Meilisa Alvita. (2023). The Influence of Viral Marketing and Product Quality on Purchase Decision on Contemporary Foods, Sang Pisang. Jurnal Multidisiplin Madani, 3(2), 376–380. https://doi.org/10.55927/mudima.v3i2.2388
Indarti, & Peng, L. H. (2017). Bridging local trend to global: Analysis of Indonesian contemporary modest fashion. Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017, 1710–1713. https://doi.org/10.1109/ICASI.2017.7988267
Kotler.P & Amstrong. G. (2018). Prinsip-prinsip Marketing (7th ed.). Salemba Empat.
Limpo, L., Rahim, A., & Hamzah, H. (2018). Effect of Product Quality, Price, and Promotion to Purchase Decision. International Journal on Advanced Science, Education, and Religion, 1(1), 9–22. https://doi.org/10.33648/ijoaser.v1i1.2
Makasi, A., & Govender, K. (2017). Validating Marketing Strategy Measures for a Globalized Developing Country. Journal of Banking and Financial Dynamics, 1(1), 42–53. https://doi.org/10.20448/journal.525.2017.11.42.53
Malhotra, N. K. (2020). Marketing research?: an applied orientation (7th ed.). Pearson Education.
Marcal, A. R., Saldanha, E. D. S., & Amaral, A. M. (2020). Examining the Structural Relatiosnhips of Product Price, Product Quality and Customer Purchasing Decision. Timor Leste Journal of Business and Management, 2(2), 1–9. https://doi.org/10.51703/bm.v2i0.29
Mustikarani, T. D., & Irwansyah, I. (2019). Pemanfaatan Teknologi Informasi dan Komunikasi dalam Industri Fashion Indonesia. Warta ISKI, 2(01), 8–18. https://doi.org/10.25008/wartaiski.v2i01.23
Nies, S., Leeflang, P. S. H., Bijmolt, T. H. A., & Natter, M. (2017). Multi-Unit Price Promotions and Their Impact on Sales Multi-Unit Price Promotions and Their Impact on Sales. In European Journal of Marketing (Vol. 5, Issue 1).
Oktavian, R. F., & Wahyudi, H. (2022). The Influence of Product Quality and Price on Purchase Decisions. Almana?: Jurnal Manajemen Dan Bisnis, 6(2), 379–392. https://doi.org/10.36555/almana.v6i2.1911
Ola Dewi, A., & Giatman, M. (2022). Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management Impact of Digital Technology on Entrepreneurship in Fashion Departement if Vocational High School. Enrichment: Journal of Management, 12(2), 2215–2218.
Prof. Dr. Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK (2nd ed.). Alfabeta.
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management, 25(1), 153–183. https://doi.org/10.1108/JFMM-07-2019-0137
Sembiring Brahmana, R. W., Mohammed, F. A., & Chairuang, K. (2020). Customer Segmentation Based on RFM Model Using K-Means, K-Medoids, and DBSCAN Methods. Lontar Komputer?: Jurnal Ilmiah Teknologi Informasi, 11(1), 32. https://doi.org/10.24843/lkjiti.2020.v11.i01.p04
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 1–4. https://doi.org/10.4172/2168-9601.1000223
Sriwardiningsih, E., & Bharata, A. (2017). Pengaruh Kualitas Produk and Promosi Terhadap Keputusan Pembelian Produk Otomotif. Jurnal Manajemen Indonesia, 16(2), 119. https://doi.org/10.25124/jmi.v16i2.317
Warasto, H. N. (2018). ANALISA PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pasta Gigi Pepsodent Di Wilayah Jakarta Timur). JURNAL SeMaRaK, 1(1), 1–12. https://doi.org/10.32493/smk.v1i1.1243.y2018
Younas, A., Pedersen, M., & Inayat, S. (2023). Practical strategies to identify and address discordant findings in mixed methods research. Research Methods in Medicine & Health Sciences, 4(1), 24–33. https://doi.org/10.1177/26320843221122342
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.