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Rahmi Syahriza
Universitas Islam Negeri Sumatera Utara
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Journal of Humanities and Social Studies

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The Influence Of Promotion And Product Quality On Purchase Decisions Of Jofie Bakery & Cake Shop Products In Medan Ridho Fachrozie; Rahmi Syahriza; Nur Ahmadi Bi Rahmani
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 7, No 2 (2023): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v7i2.8777

Abstract

This study aims to investigate the impact of promotion and product quality on consumers' purchasing decisions regarding Jofie Bakery Cake Shop products in Medan. Quantitative research methods were employed for this study. Data analysis involved descriptive analysis and multiple linear regression analysis. The research encompassed respondent profiling, data variable descriptions, validity testing, including normality, multicollinearity, and heteroscedasticity tests, and hypothesis testing comprising multiple linear regression, R2 coefficient of determination, simultaneous F-test, and partial T-test. The findings revealed that while promotion does not significantly influence the purchasing decisions of Jofie Bakery Cake Shop products in Medan, product quality plays a significant role in shaping these decisions. This research suggests that Jofie Bakery Cake Shop should focus on enhancing its promotion strategies, expanding its reach, and considering collaborations with other entities to broaden its product visibility and consumer base.
Co-Authors Adelia Zahra Harahap afifa umami Agung Grafika Surbakti Ahmadi Juma Siregar Ainun Reska Alfaqih Tariq Aziziy Hasibuan Alya Mahpuja Nasution Alyaa Zafira Darmawan Amina Fitri Siregar Andri Wibowo Anjani Rizky Amelia Asyaadatun Nazila Selayan Ayu Wulandari S Tanjung Azlia Fahira Chessara Addina Chuzaimah Batubara dea rahmadiani rahmadiani Dela Alfani Deri Arifin Nur Marpaung Dita Aprilia Dita Marisa Elvira Maisyaroh Farah Indah Azhari Fatwa Nasya Al Hadi Fauzi Arif Lubis Gilang Alif Muhammad Hafnisa Hafnisa Hendra Harmain ika annisa annisa Indah Purnama Batubara Indah Sri Utami Zebua Indry_Anggraini Putri Jihan Atiqah Pane Kamilah, K Khairani Br Barus Lilis Pujiyanti M. Bay Hakqi Manik M. Iqbal Nawawi Marliyah Marni Siregar Marni Susi Susanti Harahap Maryam Batubara Meliyani Meliyani Moch Rizfani Rifqi Muhammad Rizqi Fithrah Harahap Muhammad Syahbudi Muhammad Yafiz Mutiara Azhari Nadila Irdayanti Nadra Khalizah Siregar Nashrillah MG Nashrillah MG Nur Ahmadi Bi Rahmani Nur Widya Ningsih Nurasiah Nurasiah Nurbaiti Nurbaiti Nuri Aslami Nurjannah Nurjannah Nursantri Yanti Nurul Inayah Rahma Syafitri Ridho Fachrozie Rika Raihana Rina Syahfitri Rizka Amalia Lubis Santri Yani Zainta Sekar Sari Sinta Lestari Harahap Siti Hot Nita Hasibuan Siti Khodijah Siti Nur Elida Asma Hari Syarifah Ayu Utami Sinulingga Tasya Fauza Lubis Tri Inda Fadhila Rahma Tuti Anggraini Widia Angraini Yanti Mayasari Lubis Yenni Samri Juliati Nasution Yolanda Tawabina Yusrizal Zulfitri Zulfitri