PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN WIFI VOUCHER PADA TEMPAT TONGKRONGAN WARUNG KOPI DI DESA JUJUN

  • Edia Satria STIE Sakti Alam Kerinci
  • Kristia Dosi Putra

Abstract

The growing MSME industry is driven by the increasing level of societal needs, so companies must determine the right marketing strategy to survive and win the competition. The population in this study are consumers who buy wifi vouchers at the Jujun village coffee shop hanging out where the number of consumers is not known. The research sample is 80 people, using the Slovin formula. Data collection was carried out using a questionnaire. Data processing using validity test, reliability test, multiple regression analysis and hypothesis testing. The test results prove that product quality, price and promotion have a positive influence on the dependent variable, namely purchasing decisions. The three independent variables are considered important when buying. It is necessary to pay more attention to the management of the Jujun village coffee shop hangout, because this affects consumer purchasing decisions.

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Published
Dec 22, 2023
How to Cite
SATRIA, Edia; PUTRA, Kristia Dosi. PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN WIFI VOUCHER PADA TEMPAT TONGKRONGAN WARUNG KOPI DI DESA JUJUN. KOLEKTIVITA, [S.l.], v. 6, n. 2, p. 14-26, dec. 2023. ISSN 2087-4014. Available at: <http://e-journal.stie-sak.ac.id/index.php/61201/article/view/479>. Date accessed: 22 feb. 2024.