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THE INFLUENCE OF PRODUCT QUALITY, PROMOTION, AND BRAND AWARENESS ON PURCHASE DECISIONS FOR MIXUE ICE CREAM & TEA Salsa Bila, Meisya Noor; Rachmawati, Erny; Rahayu, Tri Septin Muji; Utami, Restu Frida
Derivatif : Jurnal Manajemen Vol 18, No 2 (2024): November
Publisher : Universitas Muhammadiyah Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jm.v18i2.2375

Abstract

This research aims to analyze the influence of product quality, promotion and brand awareness on purchasing decisions for Mixue products in Purwokerto. The research method used is quantitative, and the data analysis method is descriptive statistics. Samples were taken using the Accidental Sampling technique, based on the lemeshow formula, 96.4 respondents were obtained, while the results of obtaining respondents were 125 respondents. Data collection used questionnaires distributed offline. From the data that has been obtained and processed using SPPS26, the results show that product quality has a negative and insignificant effect on purchasing decisions. While the promotion and brand awareness variables have a positive and significant effect on purchasing decisions.Keywords: Product quality, Promotion, Brand awareness, Purchasing Decisions
Co-Authors Aeni, Nurul Nur Afiani, Mirza Zulmi Akhmad Darmawan Akhmad Darmawan Akhmad Fauzi Akmal Elmas Alrofi Alfato Yusnar Kharismasyah Anggraito, Lucky Annisa Ilma Hartikasari Anur Inayati Aqsha Anantha Arini Hidayah, Arini Arman, Faris Meirizki Arofah, Rifka Utami Athalia Farah Anggita Sriwidari Dian Papulasih Dian Widyaningtyas Dini Siswani Mulia Dita Ardianti Egidia Rikhadatul Aisy Erna Handayani Erny Rachmawati Fatmah Bagis Febriansyah, Wivan Hardyanthi, Try Hartikasari, Annisa Ilma Hengky Widhiandono, M.Si. S.E. Herni Justiana Astuti Herni Justiana Astuti Ika Rahmawati Ika Yustina Rahmawati Inayati, Nur Isna Istianah Istianah M Agung Miftahuddin M Makhrus M Makhrus Makhrus, M Maulida Nurul Innayah Mawaddah, Apriani Meydy Fauziridwan Mufida Nofiana Mufida Noviana Muryanto, Muhammad Naelati Tubastuvi Naelati Tubastuvi Nisa Hidayah Nofianingsih, Elsa Nur Apni Wulandari Petra, Dany Nofrizal Purnadi Purnadi Purnadi, Purnadi Putri Anggi Irawan Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri Maulidina Azzahra Rahmawati, Ika Yustina Ramdhani, Muhamad Luthfi Ratna Utami Refaldy Barry Saputra Rifka Utami Arofah Rizaldi Anggito Yudha Safitri Mukarromah Salsa Bila, Meisya Noor Saputra, Eqwar Selamat Eko Budi Santoso Siti Rahayu Slamet Budi Santoso Sri Wahyuni Sugeng Priyadi Suyoto Suyoto Suyoto Suyoto Suyoto Syarila Asri Febiani Syifaramadan, Choiruddin Sylvia Nur Saputri Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Tubagus Zuhdan Azis Wahid, Dimas Lanang Rizky Wida Purwidianti