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Sumaryanto Sumaryanto, Sumaryanto
Pusat Analisis Sosial Ekonomi dan Kebijakan Pertanian
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Pengaruh Promosi, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Batik Di UMKM Gaya Batik Unggul Solo Baru Kecamatan Grogol Sukoharjo Natasia Tirsa Amanda; Sumaryanto, Sumaryanto; Retno Susanti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The purpose of this study is to determine the significance of the influence of promotion, price and product quality on the purchase decision of batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency. This study uses a survey method, the types of data used are qualitative data and quantitative data, the data sources used are primary data and secondary data. The number of samples studied was 69 people. The sample size was calculated using Leedy's formula. The sampling technique uses accidental sampling. Data collection methods used: questionnaires and documentation. The data analysis techniques used were validity test, reliability test, classical assumption test, multiple linear regression analysis. The results of the study concluded that promotion, price and product quality have a significant effect on the purchase decision of batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency. The results of the determination coefficient obtained the result that the contribution of the influence given by the variables of promotion, price and product quality on the decision to purchase batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency was 78.6% while the remaining 21.4% was influenced by other factors outside the variables studied, such as brand image, service quality, word of mouth and so on.
Co-Authors A. Faroby Falatehan Abiyyu Amajida Abrori, Rifki Adi Penawan, Adi Aditiani, Clarisa May Aditya, Aji Rangga Agung, Alvian Dhian Agus Kristiyanto Agustiani, Mala Ahmad Nasrulloh Aji, Kunto Andik Prakasa Hadi Andri, Bryan Shafryzal Angelika, Helvyn Anja Robbi Dini Antoni, Muhammad Sigit Apino, Ezi Aris Fajar Pambudi Aris Tri Haryanto Arlinwibowo, Janu Asngari, Asngari Atssam Mappanyukki, Andi Batubara, Angella Ananta Berlian, Miftah Okta Budi Wijayanto C. Kifli, Gontom Cerika Rismayanti, Cerika D. Suretno, Nandari Dadan Permana Dani Sasmoko Danny Eka Wahyu Saputra Darwin Dayo, Falahi Dharma, Edy DIDIK PURWANTO Diptaningsari, Danarsi Dwi Priyanto Dwi Rachmina Edi Wibowo Edwin Zusrony Elly Arliani Endang Saryanti Erdiansyah Erdiansyah ERNI WIDAJANTI Faidillah Kurniawan Fakhrurozi, Zaza Afnindar Fakhrurozi5, Zaza Afnindar Fatmasari, Rizka Azizah Febidayanti, Ersa Regita Gibson Manalu Hadi Suyono Handayani, Asih hartawan, hartawan Haryanti Haryanti HENDRATNO Heri Retnawati Heru Subekti Hidayat, Dimas Rahmat Himmawati Puji Lestari Ibrahim, Zulfa Safina Imaliya, Tri Indah Prasetyawati Tri Purnama Sari INDARTI, TITIK Indriyadi, Indriyadi Jailani Jailani Jarot Dian Susatyono Joko Daryatmo Jurkani, Jurkani Kana Hidayati Kardanova, Elena Kassymova, Gulzhaina Kuralbayevna Khaira, Nurul Khoirunnisa, Asma Kisno Lantip Diat Prasojo M Syarif Husen M. Rafi Magriyanti, Arie Atwa Manihuruk, FransFile Mappaompo, M. Adam Marhab, Doni Marjam Desma Rahadhini Marlina Sihombing, Humiras Betty Mathilda Susanti Maulan, Puteri Anindya Mawardi, Rahadian Maya Utami Dewi, Maya Utami Meidaliyantisyah, Meidaliyantisyah Muhammad Adnan Muizzamith Muhammad Furqon Hidayatullah Muhammad Nur Syuhada Nani Irma Susanti Natasia Tirsa Amanda Nino Gilang Septiawan Novita Putri, Erlinda Novitasari, Erliana Nugroho, Aris Sarwo Nurmalita, Putri Nurmana, Ayyub Hamdanu Budi Nuryanto Nuryanto Nusantara, Bayuk Perdana, Satya Pradana, Cipto Pratita, Mutya Paramita Purwati Purwati Putri, Aulia Diana Qosidah, Nanik Rachmawati, Restia Nur Raden Mohamad Herdian Bhakti Radityo Pramoda Rafika Salamah, Isna Rahayu Triastity Ratnawati, Tika Retna Qomariah Retno Susanti Ricadonna, Nadia Ricadonna, Nadia Adriane Riky Dwihandaka Rina Ani Sapariyah Robet Asnawi Rosyada, Munaya Nikma S Siswanto Sakti, Muhammad Lintang Damar Samsul Hadi Satiranandi Wibowo, Firdaus Amruzain Septinda Rima Dewanti Setiyo Prihatmoko Setyaningsih Setyaningsih, Setyaningsih Setyo Kriwanto, Erwin Shafitri, Nensyana sherly sherly Sigit Nugroho SITI KHOLIFAH Slamet Riyadi Slameto Slameto Soniya, Tri Sotlikova, Rimajon Suci, Gadis Prasetiya Sumarjo Sumarjo, Sumarjo Sumaryanti Sumaryanti Sunaryo Sunaryo Supriadi, Candra Susanti, Nani Irma Suyoko, Yohanes Syamsiar, Syamsiar Tri Hariyanto Tuanaya, Rugaya Utama, Heriyanta Budi Utami, Meitha Tyas Veliyanti , Reni Wahyu, Danny Eka Wahyuningsih, Hartati Dyah Wardono, Budi Widajati, Erni Widitya, Asna Ayu Wijayanto, Thomas Witanto, Aurelia Calista Wylis A, Ratna Yanuar Rachman Sadewa Yaumidin, Umi Karomah Yofhi Septian Panglipurningrum Yuli Fitrianto Yuni Wulandari Yusuf Sutanto Zaenal Mustofa Zahara Zahara Zakiyah, Nadiya Fikriyatuz