THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND PROMOTION ON PURCHASING DECISIONS FOR HANASUI PRODUCTS (STUDY ON IAIN KENDARI STUDENTS)

bahasa inggris

Authors

  • Sitti Nur Annisa Amalia Institut Agama Islam Negeri Kendari
  • Putri Septi Wahyuni IAIN Kendari
  • Lestari Daswan IAIN Kendari
  • Indra Nola IAIN Kendari

DOI:

https://doi.org/10.47970/jml.v8i2.866

Keywords:

Product Quality, price, promotion, Purchase Decision

Abstract

This study aims to examine: (1) the effect of product quality on purchasing decisions of Hanasui products among IAIN Kendari students, (2) the effect of price on purchasing decisions, and (3) the effect of promotional strategies on the same. The research employs purposive sampling with 100 student respondents, and the data were analyzed using multiple linear regression. The findings reveal that product quality, price, and promotion each have a significant positive effect on students' purchasing decisions regarding Hanasui products. Moreover, when considered simultaneously, all three variables exert a significant influence on purchase behavior.

Keywords: Product Quality, Price, Promotion, and Purchase Decision

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Published

2025-11-28

How to Cite

Annisa Amalia, S. N., Wahyuni, P. S., Daswan, L., & Nola, I. (2025). THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND PROMOTION ON PURCHASING DECISIONS FOR HANASUI PRODUCTS (STUDY ON IAIN KENDARI STUDENTS): bahasa inggris. Journal of Management and Leadership, 8(2), 35–42. https://doi.org/10.47970/jml.v8i2.866

Issue

Vol. 8 No. 2 (2025): Volume 8 - Nomor 2 - November 2025

Section

Articles