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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Monalisa, Adinda Tria
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Kopi Fore di Karawang Monalisa, Adinda Tria; Triana, N. Neni; Rahman, Shandikha Arya Yudha
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 2 (2026): April : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i2.2798

Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions at Kopi Fore Karawang. This research uses a quantitative approach with the goal of analyzing the relationship between the variables of product quality, promotion, and consumer purchasing decisions. The population in this study consists of all consumers who have made or will make purchases at Kopi Fore Karawang. The number of samples used was 96 respondents determined using the Lemeshow formula. Data collection was carried out through observation, distribution of questionnaires, and literature study as supporting data for the research. The data obtained were then analyzed to determine the influence of each variable both partially and simultaneously on the purchasing decision. The research results show that product quality has a positive and significant partial effect on purchasing decisions at Kopi Fore Karawang. Additionally, promotion also has a positive and significant partial effect on purchasing decisions. Simultaneously, product quality and promotion have been proven to have a positive and significant effect on consumer purchasing decisions at Kopi Fore Karawang. These findings indicate that improving product quality, supported by effective promotional strategies, can enhance consumer purchasing decisions.
Co-Authors Rahman, Shandikha Arya Yudha Triana, N. Neni