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Azzura, Syarla
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Economics, Econometrics & Finance Other

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PENGARUH DISPLAY PRODUK DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. BOGA ABADI PRIMA MEDAN Azzura, Syarla; Sahputra, Ngatno; Rahim, Rani
Journal Economic Management and Business Vol 4, No 1 (2025)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/jfeb.v4i1.6561

Abstract

This study aims to analyze the influence of product display and customer reviews on purchase decisions at PT. Boga Abadi Prima Medan. A quantitative research method was employed, using a survey of 95 consumers. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that both product display and customer reviews have a significant influence on purchase decisions, both individually (partially) and jointly (simultaneously). The coefficient of determination shows that 87.5% of the variation in purchase decisions is explained by these variables, while the remaining 12.5% is attributed to other factors.
Co-Authors Rahim, Rani Sahputra, Ngatno