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All Journal Almana : Jurnal Manajemen dan Bisnis
Sulastri, R. Ela
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Product Quality and Promotion on Consumer Purchase Decisions Sulastri, R. Ela
Almana : Jurnal Manajemen dan Bisnis Vol 7 No 3 (2023): December
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v7i3.2393

Abstract

The research entitled The Influence of Product Quality and Promotion on Purchasing Decisions is a study of how big the influence of the quality of the products produced by the company and the promotional activities carried out to support marketing, resulting in purchasing decisions made by consumers. This research uses a descriptive and verification research design, with quantitative testing research methods. Descriptive analysis in this research uses continuum line analysis and verification analysis uses path analysis. The results of the analysis show that the quality of the products produced by the company is in the moderately improved category, this is supported by promotional activities carried out by the company which are considered quite good by respondents. Judging from the relationship and the magnitude of the influence between the variables studied, it shows that the quality of the product and promotions, both simultaneously and partially, have a positive relationship and have a significant influence on consumer purchasing decisions. Of the two variables studied, product quality has a greater influence than promotion on consumer purchasing decisions.
The Influence of Experiential Marketing and Service Quality on Repurchase Intention Sulastri, R. Ela
Almana : Jurnal Manajemen dan Bisnis Vol 8 No 2 (2024): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v8i2.2637

Abstract

The study entitled The Influence of Experiential Marketing and Service Quality on Repurchase Interest is a study of how much influence experiential marketing is carried out by entertainment venue managers and the quality of service carried out to support increased visitors as an impact of repurchase interest carried out by visitors. This study uses a descriptive and verification research design, with a quantitative research method. Descriptive testing in this study is done by using continuous line analysis and its verification analysis using path analysis. The results of the analysis show that experiential marketing carried out by managers is included in the good category, this is supported by the quality of service provided by managers according to respondents' responses is good. Based on the analysis carried out, shows that the relationship between the variables studied has a positive relationship, and experiential marketing and service quality both simultaneously and partially have a significant effect on consumer repurchase interest. Of the two variables studied, experiential marketing has a greater influence than service quality on the repurchase interest of visitors to Jans Park Jatinangor.
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