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p-Index From 2020 - 2025
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This Author published in this journals
All Journal International Journal Management and Economic (IJME)
Ratih Andalusi
Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Economics, Econometrics & Finance

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THE INFLUENCE OF PROMOTION AND PRODUCT QUALITY ON PURCHASE DECISIONS FOR ERAFONE ACCESSORIES IN TANGERANG CITY Sinta Sulistiani; Ratih Andalusi; Retno Wulansari
International Journal Management and Economic Vol. 4 No. 1 (2025): January: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v4i1.1866

Abstract

This study aims to analyze the influence of promotion and product quality on purchasing decisions for Erafon accessories at Hezal Cellular in Tangerang City. Using a quantitative approach, the research involved 125 respondents selected through probability sampling. Promotion was evaluated through advertising, sales promotion, and direct selling, while product quality was assessed based on performance, reliability, durability, and perceived quality. Purchasing decisions were measured by product choice, brand preference, purchase timing, and purchase quantity. The findings indicate that promotion has a positive and significant impact on purchasing decisions. Product quality also shows a significant positive influence. Combined, promotion and product quality explain 83.8% of the variance in purchasing decisions, highlighting their critical role in consumer behavior. This research concludes that enhancing promotional efforts and ensuring high product quality can significantly improve purchasing decisions. Hezal Cellular is advised to intensify targeted promotional activities and continuously improve product quality to meet consumer expectations and remain competitive in the market.
Co-Authors Retno Wulansari Sinta Sulistiani