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Journal : Jurnal Internasional

The Influence of Promotion, Product Quality, and Brand Image on Buyer Decisions and the Implications for Customer Satisfaction Suharno, FA Suharno; Zambri, Mohammad; Edy Wibowo, Sunaryo; Hadi Winoto, Suryadi; Taryono
The International Journal of Education Management and Sociology Vol. 3 No. 2 (2024): March - April : The International Journal of Education Management and Sosiology
Publisher : PDPI (Perkumpulan Dosen Peneliti Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58818/ijems.v3i2.123

Abstract

This research aims to analyze promotions, product quality, and brand image on purchasing decisions and their implications for customer satisfaction. The research was structured in the form of Cluster Stratified Random Sampling with a sample size of 325 respondents, the Alanisis Method used Structural Equation Modeling (SEM). The research results concluded that the total influence of the Product Quality variable on customer satisfaction for Small Industrial Village (PIK) products is in the Fair to Good category, this indicates that customer satisfaction is not optimal. The magnitude of the influence of Brand Image on Purchase Decisions for Small Industrial Village Shoe Products (PIK) with a total influence of 21.09 percent. Meanwhile, the magnitude of the influence of Promotion on Purchasing Decisions for Small Industrial Village Shoe Products (PIK) has a total influence of 23.57 percent, while the magnitude of the influence of Purchasing Decisions on Customer Satisfaction from Small Industrial Village Shoe Products (PIK) has a total influence of 80.51 percent.
Co-Authors A., Prasetia Achmad Fahrudin Adriana, Galuh Afriana, Wendra Agus Heri Purnomo, Agus Heri Ajeng Rara Veronica Al Bazari Andika, Dicky Angga Pramana anwar sani, Muhammad Arif Satria Ario Damar Ayuning Atmasari, Ayuning B., Anugrah bayu pamungkas Brahmono, Boris de la Rosa, Emilio Deanda, Vindy Viandra Didin S. Damanhuri Dietriech Geoffrey Bengen Dini Dwi Putri Dwi Irtanti, Marsya Edy Wibowo, Sunaryo Etty Riani Fahreza Y H, M Ryan Fahriyatun Mufidah, Farah Farhan Zharfa Razani Fathonah , Ainnun Fredinan Yulianda Hadi Winoto, Suryadi Haliza Nur Amalia Putri Handoko Adi Haris, Ibnu Joko Santoso Juliana, Aisyah Kurniawan, Tikkyrino Kusumaningrum, Anisa Putri L.J., Pratama Lisa Rukisna Lubis, Khairul M. Zaky Syaputra M.A, & Rasti Magfiroh, Artika Nanda Malika, Illinia Mansur, Jam’an Nurchotib Marzuki Mennofatria Boer Monoarfa, Sri Fitriani Muhamad Agus Maryanto Murlita Nandi Kosmaryandi Nova Tri Evriani Prayogi, Khalfi Putri Tabita Putri, Fevi Rahma Dwi Putri, Laras Diajeng R.A. Loretta Kartikasari Rafsanjani Fajrin, Erba Rahmat Kurnia Rasyid Reva Indah Permata Sari Sitohang Rillus A Kinseng Rilus Kinseng Ruwe2, Natalia Eunike Safitri sapanli, kastana Septi Ayu Puspita N Setianingsih, Tri Sigid Hariyadi Sinta Ramadani Sintia Nur Afika Sitanggang, Charles Paulinus Marulitua Solly Aryza Sri Endang Kornita Subambang, R. Budiono Suci Lestari Sugiono, Edi Suharno, FA Suharno Suryadarma, Sheviyola Denenti Susanto, Handoko Adi SUTRISNO Syafiq, Raki Khoery Tri Waluyo Ufira Isbah Ulum, Reza Miftahul Vanda Iswara Putri wawan, Agus Widyawati Yanti, Bayu Vita Indah Yelly Zamaya Zambri, Mohammad Zulhamsyah Imran