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All Journal Jurnal TAMBORA The International Journal of Education Management and Sociology Jurnal Internasional Jurnal Ekonomi Pembangunan dan Pariwisata
Taryono
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Physics Social Sciences

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Journal : Jurnal Internasional

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The Influence of Promotion, Product Quality, and Brand Image on Buyer Decisions and the Implications for Customer Satisfaction Suharno, FA Suharno; Zambri, Mohammad; Edy Wibowo, Sunaryo; Hadi Winoto, Suryadi; Taryono
The International Journal of Education Management and Sociology Vol. 3 No. 2 (2024): March - April : The International Journal of Education Management and Sosiology
Publisher : PDPI (Perkumpulan Dosen Peneliti Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58818/ijems.v3i2.123

Abstract

This research aims to analyze promotions, product quality, and brand image on purchasing decisions and their implications for customer satisfaction. The research was structured in the form of Cluster Stratified Random Sampling with a sample size of 325 respondents, the Alanisis Method used Structural Equation Modeling (SEM). The research results concluded that the total influence of the Product Quality variable on customer satisfaction for Small Industrial Village (PIK) products is in the Fair to Good category, this indicates that customer satisfaction is not optimal. The magnitude of the influence of Brand Image on Purchase Decisions for Small Industrial Village Shoe Products (PIK) with a total influence of 21.09 percent. Meanwhile, the magnitude of the influence of Promotion on Purchasing Decisions for Small Industrial Village Shoe Products (PIK) has a total influence of 23.57 percent, while the magnitude of the influence of Purchasing Decisions on Customer Satisfaction from Small Industrial Village Shoe Products (PIK) has a total influence of 80.51 percent.
Co-Authors Angga Pramana Ayuning Atmasari, Ayuning Edy Wibowo, Sunaryo Hadi Winoto, Suryadi Setianingsih, Fitri Sri Endang Kornita Suharno, FA Suharno Ufira Isbah Yelly Zamaya Zambri, Mohammad