Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen
Vol. 2 No. 2 (2023): April : Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen

Analisis Faktor-Faktor Kualitas Produk, Harga, Tempat, Dan Promosi Terhadap Keputusan Pembelian Di UMKM Martabak “ Mas Da’i ”

Adhi Widyakto (Universitas Semarang)
Nur Soleh (Universitas Semarang)
Dian Triyani (Universitas Semarang)
Rr. Lulus Prapti NSS (Universitas Semarang)

Article Info

Publish Date
02 Mar 2023

Abstract

This study aims to analyze the factors of product quality, price, location, and promotion on purchasing decisions in UMKM Martabak Mas Da'i. The research method used was a survey using the purposive sampling method from 96 respondents who had made purchases at Martabak Mas Da'i. The collected data were analyzed using multiple linear regression analysis with the SPSS 26 program. The results of this study indicate that product quality, price, location, and promotion have a significant effect on purchasing decisions at Martabak Mas Da'i. Price has the most significant effect, followed by product quality, location, and promotion. These findings suggest that Martabak Mas Da'i should prioritize price of product quality and providing competitive product quality to attract more customers and increase sales

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Journal Info
Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen
Website

Abbrev

Inisiatif

Publisher

Universitas 45 Surabaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Kajian-kajian tersebut diharapkan dapat memperkaya khasanah keilmuan di bidang manajemen dan bisnis sehingga dapat menjadi salah satu referensi bagi para akademisi, pemangku kepentingan dan masyarakat luas. Manajemen SDM Keuangan Akutansi Ekonomi ...