International Journal of Multidisciplinary Approach Research and Science
Том 1 № 02 (2023): International Journal of Multidisciplinary Approach Research and Science

Effect of Marketing Strategy and Service Quality on Product Purchasing Decisions

Nugroho Eko Widiyanto (Universitas Hasanudddin)
Maat Pono (Universitas Hasanuddin)
Nur Alamszah (Universitas Hasanuddin)

Article Info

Publish Date
31 May 2023

Abstract

The purpose of this study was to determine the effect of marketing strategy and service quality on product purchasing decisions. This research was conducted on one of the skincare sales brands, Feryal Skincare. The number of samples taken was 103 feryal skincare users with the criteria of (a) Users in the city of Makassar, (b) focusing on users in 2022 and 2023, (c) using feryal skincare products more than 1 time. Data collection was carried out through questionnaires and interviews. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis it is known that marketing strategy has a positive and significant effect on purchasing decisions, and service quality has a positive and significant effect on purchasing decisions

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Journal Info
International Journal of Multidisciplinary Approach Research and Science
Website

Abbrev

ijmars

Publisher

Riset Press International

Subject

Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Immunology & microbiology Social Sciences

Description

The mission of the International Journal of Multidisciplinary Approach Research and Science (IJMARS) is to promote excellence by providing a venue for academics, students, and practitioners to publish current and significant empirical and conceptual research or builds theory. The journal is a ...