The Influence of Product Quality, Price and Digital Marketing on Purchase Intention Batik Products in Sungai Penuh City
DOI:
https://doi.org/10.35134/jbe.v8i2.239Keywords:
product quality, price, digital marketing, buying interestAbstract
The small industry is currently one of the crucial sectors in advancing the national economy, especially the Kerinci batik business. This study was conducted to discover the influence of the independent variables, namely product quality, price and digital marketing on interest in buying Batik Products. This study's population were Kerinci batik consumers located in Sungai Penuh City. Accidental sampling criteria determine the sample by distributing questionnaires to 50 consumers of Batik Kerinci, especially those in the Sungai Penuh City area. Data analysis consisted of descriptive, classical assumption, and multiple regression tests. Hypothesis testing consists of F test and t test. The study results show that only the product quality and price variables significantly and positively affect purchase intention. In contrast, the digital marketing variables have an effect. However, they are not significant; simultaneously, the product quality, price and digital marketing variables positively and significantly affect purchase intention.
References
Adhanita, S. (2013). Pengembangan Batik Jambi Motif Sungai Penuh sebagai Bentuk Kontribusi pada Pembangunan. JURNAL PEMBANGUNAN WILAYAH & KOTA, 9(4). https://doi.org/10.14710/pwk.v9i4.6676
Cakranegara, P. A., Kurniadi, W., Sampe, F., Pangemanan, J., & Yusuf, M. (2022). The Impact Of Goods Product Pricing Strategies On Consumer Purchasing Power: A Review Of The Literature. Jurnal Ekonomi, 11(03), 1115–1120.
Chaerudin, S. M., & Syafarudin, A. (2021). The effect of product quality, service quality, price on product purchasing decisions on consumer satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 61–70.
Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of Smes food products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678.
Handayani, S., & Martini, I. (2017). Online Marketing Memoderasi Pengaruh Kualitas Produk dan Harga Produk Sulam Pita Terhadap Minat Beli Konsumen (Studi Empiris Pada Konsumen Produk …. Jurnal Ilmiah ….
Khasanah, A. (2021). Pengaruh Harga, Brand Image, Kualitas Produk, Dan Digital Marketing Terhadap Minat Pembelian Produk Nadiraa Hijab (Studi Kasus Mahasiswi Universitas Islam …. dspace.uii.ac.id.
Kotler, P., & Amstrong, G. (2018). Principles of Marketing. Pearson.
Limpo, L., Rahim, A., & Hamzah, H. (2018). Effect of product quality, price, and promotion to purchase decision. International Journal on Advanced Science, Education, and Religion, 1(1), 9–22.
Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing: assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4–20.
Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113–1120.
Raga, H. E., Agung, A. A. P., Nita, N. P., & Anggraini. (2021). Pengaruh Digital Marketing, Kualitas Produk, Dan Harga Terhadap Minat Beli Pada Produk Kuliner Tegal Dadong. Values, 2(2).
Satriawan, K. A., & Setiawan, P. Y. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT and Social Sciences, 7(3), 38–49.
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6).
Sugiyono, S., & Lestari, P. (2021). Metode penelitian komunikasi (Kuantitatif, kualitatif, dan cara mudah menulis artikel pada jurnal internasional). Alvabeta Bandung, CV.
Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived priceand brand image on purchase decision mediated by customer trust (study on Japanese brandelectronic product). Jurnal Manajemen, 21(2), 179–194.
Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). Pengaruh Kualitas Produk, Harga Dan Iklan Media Sosial Terhadap Minat Beli Di E-Commerce Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4).
Suryani, I., & Syafarudin, A. (2021). The effect of sales promotion on purchasing decisions. Ilomata International Journal of Tax and Accounting, 2(2), 122–133.
Veybitha, Y., Alfansi, L., Salim, M., & Darta, E. (2021). Critical Review: Factors Affecting Online Purchase Intention Generation Z. Journal of International Conference Proceedings, 4(1), 354–363.
Wahyuni, S., & Ginting, M. (2017). The impact of product quality, price and distribution on purchasing decision on the Astra motor products in Jakarta. Arthatama, 1(1), 18–26.
Wantara, P., & Tambrin, M. (2019). The Effect of price and product quality towards customer satisfaction and customer loyalty on madura batik. International Tourism and Hospitality Journal, 2(1), 1–9.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 UPI YPTK Journal of Business and Economics
This work is licensed under a Creative Commons Attribution 4.0 International License.
Journal of Business and Economics (JBE) UPI YPTK
