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Sukardi Sukardi
Universitas Muhammadiyah Pontianak, Pontianak, Indonesia
Economics, Econometrics & Finance

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The Influence of Product Quality, Price, and Promotion on Purchasing Decisions for Hybrid Chicken Eggs at CV Maju Jaya Karya Bersama in Ketapang Regency Azhar Mahendra; Sukardi Sukardi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6780

Abstract

This study examines the factors influencing purchasing decisions for hybrid chicken eggs at CV Maju Jaya Karya Bersama in Ketapang Regency. The study focuses on three main factors: product quality, price, and promotion, and investigates how these elements affect consumer behavior. The primary objective of this research is to analyze whether these factors significantly influence purchasing decisions. Data were collected through a questionnaire distributed via Google Forms to 100 respondents selected using purposive sampling. The study employed multiple linear regression analysis with SPSS to assess the impact of each factor. The results indicate that product quality, price, and promotion simultaneously and partially affect purchasing decisions. Product quality has been shown to have a strong impact, as consumers are more likely to purchase eggs that meet their expectations regarding cleanliness, durability, and nutritional value. Price also plays an important role, with reasonable prices that align with the quality of the product helping to increase consumer interest. Promotion, especially direct marketing strategies, significantly influences consumer awareness and purchasing decisions. The findings suggest that CV Maju Jaya Karya Bersama should continue focusing on improving product quality, setting competitive prices, and implementing more creative promotional strategies to increase sales and customer loyalty.
The Effect of Location and Price on Consumer Decision in Motorcycle Service Businesses at CV Jaya Agung Mandiri, Ngabang District Nyemas Anggi Rahayu; Sukardi Sukardi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the effect of location and price on consumer decisions in selecting motorcycle service services at CV Jaya Agung Mandiri, Ngabang District. An associative research design was applied. The population comprised consumers domiciled in Ngabang who had used the workshop’s services, with 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire and tested for validity and reliability. Classical assumption tests (normality, linearity, and multicollinearity) were conducted prior to hypothesis testing. The analysis employed multiple linear regression, correlation and determination coefficients, and simultaneous (F-test) and partial (t-test) significance tests using SPSS 25. The regression model indicates positive coefficients for both predictors (Y = 2.133 + 0.110X₁ + 0.396X₂). The correlation coefficient (R = 0.528) suggests a moderate relationship between the independent variables and consumer decision, while the coefficient of determination (R² = 0.279) shows that location and price explain 27.9% of the variance in consumer decisions, leaving 72.1% attributable to other factors not included in the model. The F-test result (F = 18.745; p < 0.05) indicates that location and price jointly have a statistically significant effect on consumer decisions. The t-test results confirm that each variable has a significant positive effect when assessed separately (location: p = 0.002; price: p < 0.001). These findings imply that, within the observed setting, consumers’ service choices are associated with accessibility-related considerations and perceived price appropriateness, although substantial variance remains unexplained and may involve service quality, trust, or other contextual determinants.
Co-Authors Azhar Mahendra Nyemas Anggi Rahayu