The Effect of Product Quality, Price and Promotion on Indomie Product Purchase Decisions
DOI:
https://doi.org/10.000000/belacoss.v1i5.414Keywords:
Product Quality, Price, Promotion, Purchasing DecisionAbstract
This research seeks to investigate and clarify the effect of product quality, price, and promotion on Indomie product purchase decisions in West Jakarta. The study applies a causal research design. A total of 155 participants were selected using a purposive sampling approach. Data were processed using the Partial Least Square (PLS) version 4.0 method, supported by descriptive analysis. The investigation focuses on how product quality, price, and promotion influence Indomie product purchase decisions in West Jakarta. Despite Indomie’s market dominance, the decline in sales alongside heightened competition has led to an evaluation of factors shaping consumer preferences. Drawing from literature reviews and prior studies, it is hypothesized that all three independent variables exert a positive and significant effect on purchase decisions. Findings confirm that product quality, price, and promotion each have a statistically positive and meaningful impact on Indomie product purchase decisions. The study concludes that superior product quality, competitive price, and well-executed promotion strategies strengthen Indomie product purchase decisions. Actionable suggestions include enhancing flavor standards, sustaining competitive pricing, improving promotional effectiveness, and expanding distribution reach.
Downloads
References
Ayattulloh Michael Musyaffi, Hera Khairunnisa, D. K. R. (2021). KONSEP DASAR Structural Equation Model - Partai Least Square (SEM-PLS) Menggunakan SmartPLS.
Budiono, A., & Yuliana, A. (2021). Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian di Pizza Hut Delivery Arundina Cibubur. Jurnal Ekonomi, Pendidikan & Pariwisata, 31(2), 16–27.
Ghozali, I. (2021). Aplikasi Analisis Multivariete.
Goodstats. (2024). Intip Tren Kuliner Anak Muda Indonesia: Hobi Jajan Namun Tetap Hemat. goodstats.id/article/intip-tren-kuliner-anak-muda-yang-hobi-jajan-namun-tetap-hemat-mmp99
Habibullah, A. (2021). ANALISA PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK POCARI SWEAT DI KOTA SURABAYA Sugiyono Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya. Jurnal Ilmu Dan Riset Manajemen, 10(3).
Islamiyah, K., & Soebiantoro, U. (2022). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mi Instan Sarimi (Studi pada Mahasiswa yang Sedang Kuliah di Surabaya). Jurnal Ilmiah Universitas Batanghari Jambi, 22(3), 1567. https://doi.org/10.33087/jiubj.v22i3.2579
Katadata. (2022). Nilai Penjualan Mi Instan di Indonesia (2017-2021). Katadata.Co.Id. https://katadata.co.id/search/news/
Kotler, philip, kevin lane keller. (2016). Manajemen Pemasaran.
Kotler, Philip keller, K. lane. (2016). Marketing management.
Kotler, P. and K. L. K. (2016). Marketing management.
Mahmudi, R. (2021). TOKO KERANJANG BOLA SIDOARJO Rizal Mahmudi Firdaus Marsahala Sitohang Sekolah Tinggi Ilmu Ekonomi Indonesia ( STIESIA ) Surabaya. Jurnal Ilmu Dan Riset Manajemen, 10(6), 1–18.
Mustikawati, F., Luckyana, S. A., Anggoro, S., Handayani, D., Rahmawati, W., Prio, A., Santoso, A., & Suyatno, A. (2021). Perilaku Konsumen Terhadap Keputusan Pembelian Produk Mie Instan (Studi Kasus Pada Konsumen Toko Wisnu Desa Demangan, Sukoharjo). Hubisintek , 1(1), 1211–1215.
Nyoman, N., & Gita, G. (2021). Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone Merek Oppo pada Gerai Handphone Shop di Gianyar. 1(1), 349–361.
Pahlevi, R. (2022). Penjualan Mi Instan Terus Meningkat dalam 5 Tahun Terakhir. Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/07/14/penjualan-mi-instan-terus-meningkat-dalam-5-tahun-terakhir
Pramudiana, N. A., & Pramudiana, N. A. (2022). Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Di Rumah Makan Mie Sakera Jember. E-Sospol, 9(3), 274. https://doi.org/10.19184/e-sos.v9i3.34675
Ramadhani, D., & Panglipurningrum, S. Y. (2021). Produk, Pengaruh Harga dan Promosi Terhadap Keputusan Membeli Mie Instan Merek Indomie di Desa Kemiri Kecamatan Kebakkramat Kabupaten Karanganyar. AKTUAL : Jurnal Akuntansi Dan Keuangan, 6(1), 23–30. https://e-journal.stie-aub.ac.id/index.php/aktual
Rohana, P., N, A., & Aquino, A. (2023). Pengaruh Kualitas Produk, Promosi Dan Citra Merek Terhadap Keputusan Pembelian. Jurnal Daya Saing, 9(3), 862–867. https://doi.org/10.35446/dayasaing.v9i3.1602
Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Sugiyono. (2016). Metode penelitian manajemen : pendekatan : 1. kuantitatif, 2. kualitatif, 3. Kombinasi (mixed methods), 4. penelitian tindakan (action researh), 5. penelitian evaluasi.
Sugiyono. (2017). Metode penelitian kebijakan: pendekatan kuantitatif, kualitatif, kombinasi, R&D dan penelitian evaluasi.
Sugiyono. (2019). Metode penelitian manajemen : pendekatan : 1. kuantitatif, 2. kualitatif, 3. Kombinasi (mixed methods), 4. penelitian tindakan (action researh), 5. penelitian evaluasi.
Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan.
Top Brand Award. (n.d.). Komparasi Brand Index. Topbrand-Award.Com.
Zuhro, Z. (2022). PENGARUH KUALITAS PRODUK , HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AYAM GORENG CRISPY ( STUDI PADA DYNES FRIED CHICKEN CABANG KALIASIN SURABAYA ). Jurnal Ilmu Dan Riset Manajemen, 11(9).
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Business, Economics, Law, Communication, and Social Sciences
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
