Analisis Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Produk Panasonic di Toko Batam Elektronik

Darmadi Darmadi; Eka Yulianti

doi:10.61132/nuansa.v3i4.2387

Authors

Darmadi Darmadi Universitas Terbuka
Eka Yulianti Universitas Terbuka

DOI:

https://doi.org/10.61132/nuansa.v3i4.2387

Keywords:

Electronic Products, Price Perception, Product Quality, Promotions, Purchasing Decisions

Abstract

This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for Panasonic brand electronic products at the Batam Electronics Store in Pekanbaru City. This study uses a quantitative approach with a survey method, where primary data is collected by distributing questionnaires to 45 consumers who have purchased Panasonic products. The sampling technique uses a purposive sampling method. The data obtained are analyzed using a structural equation model based on Partial Least Square (PLS) to test the relationship between research variables. The results of the analysis show that product quality has a positive and significant effect on purchasing decisions, indicating that product quality and reliability are important factors in consumer considerations. In addition, promotion is also proven to have a positive and significant influence on purchasing decisions, indicating the role of promotional strategies in attracting consumer interest. Price perception also has a significant influence, which means that the suitability of price with the benefits perceived by consumers can encourage purchasing decisions. The findings of this study confirm that improving product quality, setting prices that are in accordance with consumer perceptions, and implementing effective promotional strategies can strengthen purchasing decisions. Therefore, the results of this study are expected to be a reference for business actors in formulating marketing strategies for electronic products.

Keywords: Product Quality, Price Perception, Promotion, Purchasing Decisions.

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