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All Journal Journal of Management and Digital Business
Kesuma , Murtadho
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Factors that shape Muslim consumers' purchase decisions on Pattaya Corner Products, Salatiga City Saifudin; Kesuma , Murtadho
Journal of Management and Digital Business Vol. 1 No. 3 (2021): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (312.51 KB) | DOI: 10.53088/jmdb.v1i3.258

Abstract

This study aims to determine the reasons behind the fluctuating sales of Pattaya Corner products using price, product quality, and promotion variables to influence purchasing decisions. Primary data was used in this study and distributed through an online questionnaire. The population in this study is people who live in Salatiga, while for the sample itself, namely consumers from Pattaya Corner, Salatiga city, as many as 106 samples. Random sampling does sampling. A quantitative approach is used in this study with validity test, reliability test, T-test and F test. The study results using SPSS version 23 show that the variables of price, product quality, and promotion both have a positive and significant effect on purchasing decisions. The price variable has an impact of 52%. For the product quality variable, it has an effect of 46%. The promotion variable has an impact of 54% and is the most dominant in making purchasing decisions.
Co-Authors Saifudin