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All Journal Tractare: Jurnal Ekonomi-Manajemen
Almira, Felia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence Of Product Quality, Marketing Strategy, Price, And Location On The Purchase Decision Of Batik Batam At Dekranasda Kota Batam Anggraini, Dini; Wibowo, Edwin Agung; Almira, Felia
Tractare: Jurnal Ekonomi-Manajemen Vol 8 No 1 (2025): TRACTARE : Jurnal Ekonomi dan Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Bentara Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62820/trt.v8i1.167

Abstract

This study aims to determine and analyze the effect of product quality, marketing strategy, price, and location on purchasing decisions for Batam batik at Dekranasda Batam City. This type of research is quantitative with a population of 750 respondents of Batik Dekranasda consumers in Batam. The sampling technique in this study used probability sampling using the Slovin formula so that a sample of 90 respondents was obtained. The data was obtained by using interview instruments and questionnaire instruments which had been tested for validity and reliability. Data analysis using multiple regression and hypothesis testing using SPSS version 26 test tool. The results of this study concluded that product quality has a significant effect on purchasing decisions, marketing strategies partially have a significant effect on purchasing decisions, prices partially have a significant effect on purchasing decisions, and location partially has a significant influence on purchasing decisions and simultaneous testing shows that product quality, marketing strategy, price, and location together have a significant effect on purchasing decisions
Co-Authors Dini Anggraini, Dini Edwin Agung Wibowo, Edwin Agung