Analysis of Promotion Mix, Price Perception, and Service Quality on Purchase Decisions for Mask Products on Tokopedia

Abstract

This study aims to investigate the influence of the promotional mix, price perception, and service quality on purchasing decisions for mask products in Jakarta. Utilizing a purposive sampling technique, data was collected from 330 respondents who are users of the Tokopedia application residing in the Jakarta area. The findings reveal several key insights: firstly, the promotional mix exhibits a positive and significant impact on purchasing decisions. Secondly, price perception demonstrates a negative and significant effect on purchasing decisions. Lastly, service quality is identified as having a positive and significant influence on purchasing decisions. These results emphasize the importance of a well-crafted promotional mix, favorable price perceptions, and high service quality in shaping consumers' decisions regarding mask product purchases. The outcomes of this research contribute to a better understanding of the factors that influence consumer choices in the Jakarta region, providing valuable insights for businesses and marketers looking to enhance their strategies in promoting and selling mask products.