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All Journal Jurnal Mantik
Aryanda Muhammad Rivaldi
Widyatama University, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Influencing purchase choices: analyzing the interplay between product quality, promotion, and hammerstout products Aryanda Muhammad Rivaldi; Adam Faritzal
Jurnal Mantik Vol. 7 No. 3 (2023): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v7i3.4332

Abstract

The present study aims to examine the influence of brand image, promotion, and product quality on consumer purchase behavior, with a specific emphasis on Hammerstout items. The fashion industry in Indonesia, encompassing the apparel sector, plays a substantial role in fostering the economic development of the nation. The research utilizes a range of analytical methodologies, including as descriptive statistical analyses, instrumental tests, tests of classical assumptions, double linear regression analyses, and hypothesis testing. The results indicate that the quality of a product plays a substantial role in shaping consumers' purchase choices, accounting for a large proportion of 63.2% in the overall decision-making process. Promotion has a beneficial influence on purchasing decisions, accounting for a significant proportion of 20.1%. The combined factors of product quality and promotion contribute to 83.3% of the impact on consumer purchasing decisions, while the remaining 16.7% is ascribed to other variables
Co-Authors Faritzal, Adam