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All Journal Journal of Business Management
Silva Rosiyana
Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
Economics, Econometrics & Finance

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The Influence Of Marketing Strategies On Purchase Decisions (Survey of Poramar UMKM Consumers in Tasikmalaya) Silva Rosiyana; Budhi Wahyu Fitriadi; Arif Arif
Journal of Business Management Vol. 3 No. 1 (2026): November
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jbusman.v3i1.954

Abstract

This study aims to determine the effect of marketing strategies on purchasing decisions among consumers of Poramar MSMEs in Tasikmalaya. The method used in this study is descriptive quantitative research. The population in this study are consumers who have purchased Poramar products with an unknown total population. The sample of this study was 97 respondents with a non-probability sampling method with purposive sampling. The analytical tool used is multiple linear regression analysis using SPSS version 26.0 for Windows. The research results show that marketing strategy simultaneously influences purchasing decisions. Price and promotion have a partial influence on purchasing decisions, while product and place do not have a partial influence on purchasing decisions.
Co-Authors Arif Arif Budhi Wahyu Fitriadi