Track: Industrial Management

Abstract

In winning business competition, consumer purchasing decisions can be used as a competitive advantage for the retail company. Purchase decision is an important aspect of consumer behavior to determine whether to buy a product or not. Product quality, price, service quality, and social media promotion can be a good weapon to win from existing competitors or competitors. This study aims to test the hypothesis of the effect of product quality, price, service quality, and social media promotion on purchasing decisions for gadget accessories at Dazzle Yogyakarta store and compare which variables are more important in terms of consumer perceptions of Dazzle Yogyakarta using Multiple Linear Regression analysis. The population in this study were users of gadget accessories in Yogyakarta. While the samples in this study were consumers who had purchased gadget accessories at Dazzle Yogyakarta directly at least once. The sampling technique used purposive sampling method with a total sample of 210 respondents. The results showed that: 1) partially there was a positive but not significant effect on product quality on purchasing decisions. 2) Partially there is a positive and significant effect of price on purchasing decisions. 3) Partially there is a positive and significant effect of service quality on purchasing decisions. 4) Partially there is a positive and significant effect of social media promotion on purchasing decisions. 5) While product quality, price, service quality, and social media promotion simultaneously influence the decision to purchase gadget accessories at Dazzle Yogyakarta. The results of calculation show the consumer's perception of the rank of level of importance factors that influences the purchase decision of gadget accessories is price (0.645), social media promotion (0.366), service quality (0.291) and lastly product quality (0.085).