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All Journal Asia Pacific Journal of Management and Education
Nor Hazlan, Nurul Sofia Maisara
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Education Languange, Linguistic, Communication & Media Other

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Exploring the Influence of Price Perception, Product Quality, and Promotion on Consumer Purchase Decisions Ibrahim, Haslindar; Sabeh, Hala Najwan; Shamsuddin, Nurul Syahira; Abu Bakar, Nurul Nazirah Syed; Nor Hazlan, Nurul Sofia Maisara; Hui Xin, Olyviana Lu; Shun En, Ong; Ali, Anees Jane; Kee, Daisy Mui Hung
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 2 (2025): July 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i2.4074

Abstract

This research aims to understand how customer’s views on price, product quality and promotional offers influence their decision to buy from Mixue, a popular brand offering ice creams and drinks. Businesses that want to remain competitive must understand the factors influencing shifting consumer preferences. Quantitative research is the methodology used in this research. The survey questions via Google Forms are distributed to 101 respondents focusing on Mixue’s customers. The results reveal that favourable price perception and high product quality significantly increase the likelihood of purchase, while promotional activities also play a key role in attracting new customers.  However, these results emphasize how crucial it is for Mixue to continue providing high-quality products at competitive prices and diversify its promotional strategies to enhance customer engagement and boost purchase decisions
Co-Authors Abu Bakar, Nurul Nazirah Syed Ali, Anees Jane Hui Xin, Olyviana Lu Ibrahim, Haslindar Kee, Daisy Mui Hung Sabeh, Hala Najwan Shamsuddin, Nurul Syahira Shun En, Ong