Effect Of Product Quality, Promotion, Price And Service On Consumer Decisions At Suzuya Mall Rantauprapat Shopping Center
DOI:
https://doi.org/10.37638/bima.6.2.729-740Keywords:
Product Quality, ; Promotion, Price, Service , Purchasing DecisionAbstract
Purpose: This study aims to examine the effect of product quality, promotion, price, and service quality on consumer purchasing decisions at Suzuya Mall Rantauprapat. Methodology: This research uses a quantitative approach by collecting primary data through questionnaires distributed to consumers of Suzuya Mall Rantauprapat using a Likert scale. The data were analyzed using multiple linear regression supported by validity, reliability, and classical assumption tests. Results: The results show that product quality, promotion, price, and service quality each have a positive and significant effect on consumer purchasing decisions. Simultaneously, all independent variables significantly influence purchasing decisions. Novelty: This study presents an integrated analysis of product, promotion, price, and service quality factors in influencing purchasing decisions within a regional retail mall context. Findings: Promotion is identified as the most dominant factor affecting consumer purchasing decisions, followed by product quality, service quality, and price. Originality: The originality of this study lies in its empirical evidence derived from a local retail setting, providing insights into consumer behavior in regional shopping centers. Conclusions: Enhancing product quality, promotional strategies, pricing policies, and service performance can effectively increase consumer purchasing decisions. Type of Paper: Empirical Research Paper.
References
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2020). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, 11(6), 1691–1705. https://doi.org/10.1108/JIMA-03-2019-0044
Agusti, M., Utari, W., & Mardi W, N. (2020).Analisis Pengaruh Promosi dan Citra Destinasi Terhadap Minat Berkunjung Dengan Kepercayaan Sebagai Variabel Perantara (Studi pada Wisatawan Desa Wisata Energi Migas Teksas Wonocolo di Bojonegoro). Jurnal Mitra Manajemen, 4(5), 804–818. https://doi.org/10.52160/ejmm.v 4i5.397.
Arikunto, S., (2017). Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta: Rineka Cipta.
Asmoro, A. Y. M., & Mahargiono, P. B. (2022). Pengaruh Harga, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian pada UD Tape 31 Bondowoso. Jurnal Ilmu Dan Riset Manajemen, 11(11), 1–18.
Bansaleng, J. M., Sepang, J. L., & Tampenawas, J. L. A. (2021). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Produk Terhadap Kepuasan Konsumen Pengguna Kartu XL di Manado. Jurnal EMBA, 331–340.
Bastuti, S., Alfatiyah, R., & Mualif, M. (2021).Pemberdayaan Masyarakat Untuk Meningkatkan Perekonomian Dengan Menaikkan Nilai Produk dan Harga Jual dengan Kemasan Standing Pouch di UMKM Desa Koper, Kecamatan Kresek, Kabupaten Tangerang. Adibrata Jurnal, 3(1), 1–10.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routladge.
Choir, F. Al. (2018).Pelaksanaan Quality Control Produksi Untuk Mencapai Kualitas Produk Yang Meningkat (Studi Kasus PT. Gaya Indah Kharisma Kota Tangerang). 1(4), 1–20.
Fauzyah, S. N., Sasmita, E. M., & Sari, B. (2021). Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Kepuasan Konsumen Pada Butik Amel Pondok Gede Kota Bekasi. Jurnal IKRA-ITH Ekonomika, 4(2).
Firmansyah, D. M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Jurnal Agora, 5 No.(september).
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hendratono, T., & Santosa, A. D. (2018).Pengaruh Persepsi Harga Dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Online Travel Agent Traveloka Di Jakarta.Jurnal Hospitality dan Pariwisata, 3(2).
Huda, M. K. (2022). Pengaruh Citra Merek, Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian (Studi kasus pada Om Kopi Jl. MT. Haryono No. 208 Dinoyo, Kecamatan Lowokwaru, Kota Malang). Skripsi.STIE Malang.
Jacklin, M. P. R., Mandey, S., & Tampenawas, J. (2019).Pengaruh Bauran Pemasaran Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Matahari Departmen Store Mega Mall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(1).
Kotler, P., & Armstrong, G. (2018).Principles of Marketing. Pearson.
Kotler, P., Keller, K. L. (2016). Marketing management. Pearson Education International.
Kurniawan, R. A., & Sundari, E. (2024).Pengaruh Promosi, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying (Studi Kasus pada Pengunjung Mall SKA di Kota Pekanbaru). Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 18(1), 144-160.
Kusuma, T. M., & Hermawan, D. (2020).Pengaruh Kualitas Pelayanan dan Social Influence Terhadap Keputusan Pembelian Menggunakan Online Food Delivery Service. Perspektif: Jurnal Ekonomi
Ma Iskandar, D., & Nasution, M. I. B. (2019, October). Analisis Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Online Shop Lazada (Studi Kasus Pada Mahasiswa/i FEB UMSU).In Prosiding Seminar Nasional Kewirausahaan (Vol. 1, No. 1, pp. 128-137).najemen Akademi Bina Sarana Informatika, 18(2), 176-180.
Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Sukabumi: CV Al Fath Zumar.
Lengkong, A. P., Pio, J. R., & Mangindaan, J. V. (2021).Pengaruh Brand Awareness dan Kualitas Produk terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Pakaian H.A.R.V Official di Manado. Jurnal Administrasi Bisnis (JAB), 11(2), 61–68.
Mal, L. H., & Mertayasa, I. G. A. (2018). Pengaruh Harga, Promosi, Dan Kualitas Layanan Terhadap Keputusan Pembelian Tiket Pesawat Secara Online Di Situs Traveloka. Com Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomika Dan Humaniora Universitas Dhyana Pura Bali.Jurnal Ekonomi dan Pariwisata, 13(1).
Marpaung, B., & Mekaniwati, A. (2020). Pengaruh Kualitas Produk, Harga, Promosi dan Pelayanan Terhadap Kepuasan Konsumen serta Dampaknya Pada Keputusan Pembelian Studi Pada Konsumen Alat Mesin Pengolah Kopi Di Pt. Karya Mitra Usaha. JIMKES Jurnal Ilmiah Manajemen Kesatuan, 8(1), 29–38.
Nur, I., Hastuti, D., Sasmita, E. M., & Sari, B. (2022). Pengaruh Kualitas Produk , Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Bakso Tukul Arwana Cabang Season City Jakarta Barat. Jurnal Diponegoro, 5(1)
Pane, D. N. (2018). Analisis Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Teh Botol Sosro (Studi Kasus Konsumen Alfamart Cabang Ayahanda). Jurnal Manajemen Tools, 9(1), 1–13.
Rahmadanni, R., Nuringwahyu, S., & Hardati, R. N. (2021). Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Tiket Pesawat Secara Online di Situs Traveloka. com. JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 10(1), 102-109.
Safitri, D., & Nurkhin, A. (2019).Pengaruh Kualitas Pelayanan terhadap Loyalitas Muzaki melalui Kepuasan Muzaki dan Kepercayaan Muzaki. Economic Education Analysis Journal, 8(2), 501–515. https://doi.org/10.15294/eeaj.v8i2.31479
Sitanggang, T., Farida, N., & Purbawati, D. (2023).Pengaruh Harga Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Pelanggan Indihome PT Telkom Indonesia Jepara. Jurnal Ilmu Administrasi Bisnis, 12(1), 157-164.
Subagja, T., Sasmita, E. M., & Sari, B. (2024). Pengaruh Kualitas Produk, Promosi, Dan Harga Terhadap Keputusan Pembelian Konsumen Original Kopi Di Gerai Kacang Pedang, Kota Pangkalpinang. IKRAITH-EKONOMIKA, 7(1), 136-146.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet.
Sujarweni, V. (2019) Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta: Pustaka Baru Press.
Sumantoro, H., & Tabrani, M. I. (2023). The Effect Of Prices And Promotions On Luti Drum Buying Decision In Tanjung Pinang. Penanomics: International Journal of Economics, 2(1), 39-47
Timpaulu, R. J., Tampi, J. R., & Mukuan, D. D. (2023). Pengaruh Kualitas Pelayanan Dan Gaya Hidup Terhadap Keputusan Pembelian Di Glori-A House Kawangkoan. Productivity, 4(2), 164-178.
Tjiptono, F. (2017). Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian. CV Andi Offset.
Umar, Z. A. (2019). Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan Ikan Tuna Olahan Pada PT. Betel Citra Seyan Gorontalo. Jurnal Inovasi, 9(1), 1–26.
Zaki, A., Basalamah, M. R., & Wahono, B. (2023).Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Ruang Singgah Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sri Ramadani, Novrihan Leily Nasution, Syukron Arjuna
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the BIMA JOURNAL: Business, Management, and Accounting Journal agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
BIMA JOURNAL: Business, Management and Accounting is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
