The Effect of Product Quality, Price, Place, Strategy Marketing of Purchase Decisions Cibaduyut Shoes

Abstract

Home industry Cibaduyut shoes is one of the shoe manufacturers in the city of Bandung with a place of marketing, national scale. The development of Cibaduyut shoes is very rapid but will face problems in marketing with large-scale competitors, therefore, researchers are trying to examine the development of shoes in the Effect of Product Quality, Price, Place, Marketing Strategy on the decision to purchase Cibaduyut Home Industry Shoes. The purpose of this study is to analyze (a). Product quality has a significant effect on shoes purchasing decisions (b). Price has a significant effect on shoe buying decisions. (c). Place of marketing has a significant influence on the purchase of shoes (d). The marketing strategy also gives a significant effect on shoe purchasing decisions (e). Product quality, price, place and marketing strategy. The method used in this study is quantitative with samples using a purposive census sampling technique. (Erni, & Kurniawan. 2017) The number of samples is 40 respondents. The data source used is primary data. The measurement uses a Likert scale. The stages of the questionnaire data were processed using linear regression analysis. The results showed that four (4) variables influenced the decision to buy shoes (1). Product quality which consists of quality, attributes, durability, reliability (2). Affordable prices that are in accordance with competitiveness, price match with benefits and price match with product quality. (3). Affordable places for access, transportation, adequate parking, conducive environment. (4). Marketing Strategy through advertising, sales marketing, online and personal sales.