Published: 2023-02-07

Analysis The Influence of Price, Promotion, Distribution, Product Quality and Brand Image on Purchase Decision of Cereal Product

DOI: 10.35870/jemsi.v9i1.928

Siti Patimah, Muhammad Hasyim, Saipul Al Sukri, Didit Hadayanti, Hendrajaya
  • Siti Patimah: Sekolah Tinggi Ilmu Ekonomi Balikpapan
  • Muhammad Hasyim: Univetsitas Hasanudin
  • Saipul Al Sukri: UIN Suska Riau
  • Didit Hadayanti: Universitas Al Ghifari
  • Hendrajaya: STIEPARI Semarang
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Abstract

The purpose of this study is to analyze product quality partially affect the purchasing decision process, to analyze the price partially affect the purchasing decision process, to analyze promotions partially affect the purchasing decision process, to analyze distribution channels partially affect the purchasing decision process , to analyze brand image partially influence the cereal purchasing decision process and to analyze product quality, price, promotion, distribution channels and brand image simultaneously influence the purchasing decision process of Nestle Koko Krunch breakfast cereal. The conclusion of this study is that all exogenous variables have a positive effect on endogenous variables, both partially and simultaneously. Based on the results of the research conducted, it can be seen that product quality, price, promotion, distribution channels, and brand image simultaneously influence purchasing decisions. Thus, the higher the quality of the product offered, the price offered is competent and competitive, the better the promotion that is informed, the easier it is to obtain and the more evenly distributed the product distribution location itself and is complemented by a strong and positive brand image from potential customers, it will encourage consumers in making purchasing decisions for breakfast cereals.

Keywords

product quality; price; promotion; distribution; brand image; purchase decision

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How to Cite

Patimah, S., Muhammad Hasyim, Saipul Al Sukri, Didit Hadayanti, & Hendrajaya. (2023). Analysis The Influence of Price, Promotion, Distribution, Product Quality and Brand Image on Purchase Decision of Cereal Product. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(1), 179-185. https://doi.org/10.35870/jemsi.v9i1.928
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 1 (2023)

  • Section: Articles

  • Published: 2023-02-07

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