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This Author published in this journals
All Journal Journal of Humanities and Social Studies Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Bussman Journal : Indonesian Journal of Business and Management
Ridho Fachrozie
Universitas Islam Negeri Sumatera Utara
Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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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 Elsa Zulfita Ghilman Rozy Hrp Minta Ito Lubis Nur Ahmadi Bi Rahmani Nurbaiti Nurbaiti Rahmi Syahriza Siti Hazrah