The Influence Of Marketing Strategies On Purchase Decisions (Survey of Poramar UMKM Consumers in Tasikmalaya)

Silva Rosiyana (Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya)
Budhi Wahyu Fitriadi (Universitas Perjuangan Tasikmalaya)
Arif Arif (Universitas Perjuangan Tasikmalaya)

Journal of Business Management
Vol. 3 No. 1 (2026): November

This study aims to determine the effect of marketing strategies on purchasing decisions among consumers of Poramar MSMEs in Tasikmalaya. The method used in this study is descriptive quantitative research. The population in this study are consumers who have purchased Poramar products with an unknown total population. The sample of this study was 97 respondents with a non-probability sampling method with purposive sampling. The analytical tool used is multiple linear regression analysis using SPSS version 26.0 for Windows. The research results show that marketing strategy simultaneously influences purchasing decisions. Price and promotion have a partial influence on purchasing decisions, while product and place do not have a partial influence on purchasing decisions.