JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Effect of Online Promotion and Product Quality on Consumer Buying Interest at Fenny Aneka Shop Palu

Beby Ayu Putri Ringganis (Unknown)

Article Info

Publish Date
25 Aug 2026

Abstract

This study examines the effect of online promotion and product quality on consumer buying interest at Fenny Aneka Shop Palu. Primary data were collected by questionnaire from 75 consumers selected through purposive sampling and analysed using multiple linear regression. Online promotion and product quality each have a positive and significant effect on buying interest, and jointly explain 31.2 per cent of its variance, with online promotion carrying the larger coefficient. Online promotion widens market reach and gives a more interactive, personal experience, while good product quality raises consumer trust and encourages repeat purchase and recommendation.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...