Determinan keputusan pembelian dan kepuasan konsumen: promosi, kualitas produk dan harga

Abstract

The purpose of this study was to see how promotion, product quality, and pricing affected purchase decisions and customer stisdaction at Jacko Bakery in Tarakan (Case study in the city of Tarakan). This research took a quantitative approach and relied on survey methods. The sampling technique was purposive sampling, and the sampling method was non-probability sampling. The people of Tarakan who had purchased and consumed Jacko Bakerty bread products were the sample in this study with a total sample of 170 people. Path analysis with SPSS version 16 was utilized as the analytical method. The findings of this study showed that promotion variables had a negative and insignificant effect whereas product quality and price had a positive and substantial effect on purchasing decisions and customer satisfaction on Jacko Bakery in Tarakan.