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All Journal International Journal of Business, Law, and Education West Science Interdisciplinary Studies
Mendrofa, Kristiurman Jaya
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Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Analysis of Consumer Perceptions of Product Quality, Sales Promotion, and Ease of Purchase in Increasing Purchasing Decisions at Start-up Companies in Indonesia Khuan, Hendri; Rahmiyati , Nekky; Mendrofa, Kristiurman Jaya; Santi Diwyarthi, Ni Desak Made; Mas Wiartha, Nyoman Gede
West Science Interdisciplinary Studies Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i01.614

Abstract

This research investigates consumer perceptions of product quality, sales promotion, and ease of purchase in the context of start-up companies in Indonesia. A quantitative research design, employing a sample of 150 participants, explores the relationships between these factors and their collective impact on consumer purchasing decisions. The study utilizes a cross-sectional survey approach, including demographic variables, and employs statistical analysis, including correlation and regression analyses with SPSS. The findings highlight the significance of product quality, sales promotion, and ease of purchase in shaping consumer preferences. Product quality emerges as the strongest influencer, followed by sales promotion and ease of purchase. Demographic variations further emphasize the need for tailored marketing strategies. The research contributes valuable insights for start-ups aiming to navigate Indonesia's diverse consumer landscape.
The Effect of Green Marketing, Sustainable Market Research, and Consumer Engagement on Brand Loyalty and Consumer Legitimacy in MSMEs in Indonesia Mendrofa, Kristiurman Jaya
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.491

Abstract

The purpose of this study is to examine how consumer involvement, sustainable market research, and green marketing strategies affect brand loyalty and customer legitimacy in Micro, Small, and Medium-sized Enterprises (MSMEs) in Indonesia. Structural Equation Modelling (SEM) with Partial Least Squares (PLS-SEM) as the analysis approach was used in a quantitative analysis including 238 MSMEs from various industries and geographies. The study's sustainable practices have a strong positive correlation with both customer legitimacy and brand loyalty, according to the findings. The results underline the significance of sustainability in building legitimacy and loyalty among consumers as well as the mediating function that these practices have in influencing consumer views. Actionable insights for MSMEs, policymakers, and researchers are provided by the discussion of the practical and policy implications.
Co-Authors Khuan, Hendri Mas Wiartha, Nyoman Gede Rahmiyati , Nekky Santi Diwyarthi, Ni Desak Made