THE INFLUENCE OF PRICE, PRODUCT QUALITY, PROMOTION AND MARKETING COMMUNICATION ON DECISIONS PURCHASE ON BAKSO SALSA CULINARY

Melly Apni; Pristiyono Pristiyono; Muhammad Irwansyah Hasibuan

Melly Apni Universitas Labuhanbatu
Pristiyono Pristiyono Universitas Labuhanbatu
Muhammad Irwansyah Hasibuan Universitas Labuhanbatu

Abstrak

The purpose of this study was to determine the role of price, product quality and marketing communication in influencing customer purchasing behavior. This research uses a quantitative descriptive approach and uses Systematic Literature Review (SLR). The sample determination used the slovin formula and was determined as many as 100 respondents with the path analysis research data analysis technique with the Amos application. The results of gender crosstabs with age are dominated by male gender with the highest age being 13-15 years old and junior high school education or generation Z. From the results of path analysis testing, it was found that the Bakso Salsa Rantauprapat product quality variable had the strongest influence on purchasing behavior compared to the price variable. Meanwhile, the marketing communication variable does not have a strong relevance in this study, especially its influence on purchasing behavior. Important suggestions for other researchers should develop variables and indicators using a systematic literature review approach so that researchers obtain updated information in marketing or business management research and are selective in determining the research model to the sample to be studied.

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