THE EFFECT OF PROMOTION AND PRODUCT QUALITY THROUGH PURCHASE DECISION ON THE CUSTOMER SATISFACTION OF BOHEMIAN PROJECT.ID PRODUCTS

  • Haikal Aulia Rahman Universitas Mercubuana
  • Arifin Sitio Universitas Mercubuana
Keywords: Promotion, Product Quality, Purchase Decision, Customer Satisfaction

Abstract

This study aims to determine the effect of promotion and product quality through purchase intention on customer satisfaction of Bohemianproject.id products. The research conducted in Bandung on SMEs (Small and Medium Enterprises) named Bohemianproject.id. Research data is primary data from questionnaires and secondary data. The sampling method used was probability sampling. Questionnaires were distributed to 100 customers who had purchased Bohemian project. id’s products. The analytical method used is the path analysis method. The results showed that promotion, product quality through purchase intention are having a significant influence on product customer satisfaction from Bohemianproject.id. In-depth research in other business fields can be done to ensure other variables that affect customer satisfaction, this can help SMEs to make strategies and reduce failure to build a business.

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Published
2019-01-31
How to Cite
Rahman, H. A., & Sitio, A. (2019). THE EFFECT OF PROMOTION AND PRODUCT QUALITY THROUGH PURCHASE DECISION ON THE CUSTOMER SATISFACTION OF BOHEMIAN PROJECT.ID PRODUCTS . International Journal of Engineering Technologies and Management Research, 6(1), 55-72. https://doi.org/10.29121/ijetmr.v6.i1.2019.346