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All Journal Journal of Applied Management Studies
Faiqah Nabila Prisca
Manajemen, Universitas Andalas
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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KUALITAS LAYANAN VIA INSTAGRAM MARKETPLACE MEMBANGUN KEPUASAN CUSTOMER ZARA DI KOTA PADANG Faiqah Nabila Prisca; Lucky Mahesa Yahya
Journal of Applied Management Studies Vol. 5 No. 1 (2023): Journal of Applied Management Studies
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51713/jamms.v5i1.103

Abstract

This study aims to analyze the effect of product quality, price, and advertising on purchasing decisions of SMEs in Payakumbuh, using a case study of SMEs Sanjai Anna in Payakumbuh. This research was conducted by collecting data from 30 respondents who are customers of UMKM Sanjai Anna. The data collection method was carried out by distributing questionnaires to respondents who were selected purposively. The questionnaire consists of questions related to product quality, price, advertising, and purchasing decisions. The collected data were then analyzed using multiple linear regression techniques and hypothesis testing. The results of the study show that product quality, price, and advertising have a significant effect on purchasing decisions at Sanjai Anna's SMEs. Good product quality can increase customer confidence and satisfaction with the product, thereby influencing purchasing decisions. Competitive prices and promotion through advertising also have a positive influence on purchasing decisions. This research makes an important contribution to the understanding of the factors that influence purchasing decisions for MSMEs in Payakumbuh, especially for Sanjai Anna's MSMEs. The results of this study are expected to provide input for MSME owners in developing marketing strategies
Co-Authors Lucky Mahesa Yahya