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All Journal Jurnal Informasi dan Teknologi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ekonomi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Optimal: Jurnal Ekonomi dan Manajemen
Didit Hadayanti
Universitas Al Ghifari
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)

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Analysis The Influence of Price, Promotion, Distribution, Product Quality and Brand Image on Purchase Decision of Cereal Product Siti Patimah; Muhammad Hasyim; Saipul Al Sukri; Didit Hadayanti; Hendrajaya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 1 (2023): Februari 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i1.928

Abstract

The purpose of this study is to analyze product quality partially affect the purchasing decision process, to analyze the price partially affect the purchasing decision process, to analyze promotions partially affect the purchasing decision process, to analyze distribution channels partially affect the purchasing decision process , to analyze brand image partially influence the cereal purchasing decision process and to analyze product quality, price, promotion, distribution channels and brand image simultaneously influence the purchasing decision process of Nestle Koko Krunch breakfast cereal. The conclusion of this study is that all exogenous variables have a positive effect on endogenous variables, both partially and simultaneously. Based on the results of the research conducted, it can be seen that product quality, price, promotion, distribution channels, and brand image simultaneously influence purchasing decisions. Thus, the higher the quality of the product offered, the price offered is competent and competitive, the better the promotion that is informed, the easier it is to obtain and the more evenly distributed the product distribution location itself and is complemented by a strong and positive brand image from potential customers, it will encourage consumers in making purchasing decisions for breakfast cereals.
Co-Authors Achirsyah Bahar Dasep Supriatna Endang Sri Wahyuningsih Farliana Sutartiah Hendrajaya - Hendy Tannady I Ketut Suada Loso Judijanto Muhammad Hasyim Nasution, Annio Indah Lestari Saipul Al Sukri Siti Patimah Sufyati HS Supartono Supartono Suryati Yusuf Unggul Budiman