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All Journal Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Muhamad Ramdhan
Universitas Kuningan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Peran Persepsi Harga Dalam Memoderasi Hubungan Kualitas Produk terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Dikalangan Generasi Z: Bukti dari Kajian Systematic Literature Review Muhamad Ramdhan; Dede Djuniardi
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 5 No. 2 (2024): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v5i2.10477

Abstract

Bottled drinking water (AMDK) has become a basic need for people in Indonesia. Consumers when choosing AMDK consider various factors, including product quality and price. Many companies that produce bottled drinking water have to compete to get their products chosen by consumers. Generation Z, when deciding to purchase a product, looks at various aspects such as product quality and price as factors to consider. So a review is needed journal papers  which discusses product quality on purchasing decisions with price perceptions as a moderation that strengthens this relationship. Method used in this research are Systematic Literature Review (SLR), which focuses on journal articles published from 2019 to 2023. This study sets three research questions (Research Questions, RQ). The focus of this research is on bottled drinking water producers in the hope that it can help understand consumer behavior and implement appropriate strategies to increase product sales.
Co-Authors Dede Djuniardi Yanneri Elfa Kiswara