The effect of product quality, brand image, promotion, and price on consumer purchase decisions in umkm on car-free day kab. Jember

Angga Ade Permana (Institut Teknologi dan Sains Mandala)
Dedy Wijaya Kusuma (Institut Teknologi dan Sains Mandala)
Wasana Sinrungtam (Institut Teknologi dan Sains Mandala)
Ihrom Caesar Ananta Putra (Institut Teknologi dan Sains Mandala)
Abdul Wahid (Institut Teknologi dan Sains Mandala)

ABM: International Journal of Administration, Business and Management
Vol 7 No 2 (2025): December 2024 - May 2025

Previous research is the most important thing in a research or scientific article. Previous research is useful for strengthening theories and phenomena that affect variables. This article reviews the Influence of Product Quality, Brand Image, Promotion and Price on Consumer Purchasing Decisions at UMKM Car Free Day Kab. Jember. The purpose of writing this marketing management literature review article is to build a hypothesis that can be used in further research. The results of this study are: 1) Product Quality partially does not affect consumer Purchasing Decisions; 2) Brand Image partially does not affect consumer Purchasing Decisions; 3) Promotion partially affects consumer Purchasing Decisions; 4) Price partially does not affect Consumer Purchasing Decisions; 5) Product Quality, Brand Image, Promotion and Price simultaneously affect Consumer Purchasing Decisions at UMKM Car Free Day, Jember regency.