Analysis of Consumer Perceptions of Product Quality, Sales Promotion, and Ease of Purchase in Increasing Purchasing Decisions at Start-up Companies in Indonesia

Authors

  • Hendri Khuan Philippine Women's University (PWU)
  • Nekky Rahmiyati Universitas 17 Agustus 1945 Surabaya
  • Kristiurman Jaya Mendrofa Universitas Nias Raya
  • Ni Desak Made Santi Diwyarthi Politeknik Pariwisata Bali
  • Nyoman Gede Mas Wiartha Politeknik Pariwisata Bali

DOI:

https://doi.org/10.58812/wsis.v2i01.614

Keywords:

Consumer Perceptions, Product Quality, Sales Promotion, Ease of Purchase, Purchasing Decisions, Start-up, Indonesia

Abstract

This research investigates consumer perceptions of product quality, sales promotion, and ease of purchase in the context of start-up companies in Indonesia. A quantitative research design, employing a sample of 150 participants, explores the relationships between these factors and their collective impact on consumer purchasing decisions. The study utilizes a cross-sectional survey approach, including demographic variables, and employs statistical analysis, including correlation and regression analyses with SPSS. The findings highlight the significance of product quality, sales promotion, and ease of purchase in shaping consumer preferences. Product quality emerges as the strongest influencer, followed by sales promotion and ease of purchase. Demographic variations further emphasize the need for tailored marketing strategies. The research contributes valuable insights for start-ups aiming to navigate Indonesia's diverse consumer landscape.

Author Biography

Hendri Khuan, Philippine Women's University (PWU)

https://orcid.org/0009-0000-9806-646X

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Published

2024-01-30

How to Cite

Khuan, H., Rahmiyati , N., Mendrofa, K. J., Santi Diwyarthi, N. D. M., & Mas Wiartha, N. G. (2024). Analysis of Consumer Perceptions of Product Quality, Sales Promotion, and Ease of Purchase in Increasing Purchasing Decisions at Start-up Companies in Indonesia. West Science Interdisciplinary Studies, 2(01), 264–271. https://doi.org/10.58812/wsis.v2i01.614

Issue

Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2024 Hendri Khuan, Nekky Rahmiyati , Kristiurman Jaya Mendrofa, Ni Desak Made Santi Diwyarthi, Nyoman Gede Mas Wiartha

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