Journal of Management and Leadership
Vol. 8 No. 2 (2025): Volume 8 - Nomor 2 - November 2025

Bahasa Inggris Bahasa Inggris: bahasa inggris

Annisa Amalia, Sitti Nur (Unknown)
Wahyuni, Putri Septi (Unknown)
Daswan, Lestari (Unknown)
Nola, Indra (Unknown)

Article Info

Publish Date
28 Nov 2025

Abstract

This study aims to examine: (1) the effect of product quality on purchasing decisions of Hanasui products among IAIN Kendari students, (2) the effect of price on purchasing decisions, and (3) the effect of promotional strategies on the same. The research employs purposive sampling with 100 student respondents, and the data were analyzed using multiple linear regression. The findings reveal that product quality, price, and promotion each have a significant positive effect on students' purchasing decisions regarding Hanasui products. Moreover, when considered simultaneously, all three variables exert a significant influence on purchase behavior. Keywords: Product Quality, Price, Promotion, and Purchase Decision

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Journal Info
Journal of Management and Leadership
Website

Abbrev

jml

Publisher

Universitas Tanri Abeng

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Management and Leadership (JML) is a scientific journal managed by a Management Study Program of TANRI ABENG UNIVERSITAS, and fully refereed journal with ISSN 2620 –9942 (Printed Version) ISSN 2621–2935(Online Version). This journal is freely distributed on the internet and mobile ...