Abstract
This study aims to investigate the effects of product quality and promotion on purchase decisions. This analysis is a case study involving the Lanang Suhang soluble coffee brand in Talang Agung Village, Pajar Bulan District, Lahat Regency, South Sumatera, Indonesia. Data demonstrated that the soluble coffee brand has experienced growth of as much as 10% from the last 3 years of business operation. Data were collected through questionnaires and analysed using SPSS. Results reveal that product quality has no significant effects on purchase decisions. Conversely, the promotion has significant and positive effects on purchase decisions. Simultaneously, both product quality and promotion have significant and positive impacts on purchase decision of the Lanang Suhang soluble coffee brand located in the Talang Agung Village, Pajar Bulan District, Lahat Regency, South Sumatera, Indonesia. Practical implications are discussed.
Highlights
In this era of technological developments and the Covid-19 pandemic, home industry businesses proliferate
Ample businesses neglect the factors of product quality and promotion
The remaining 12 respondents were female, with a percentage of 38%. This demonstrated that the majority of consumers were male regarding the propensity in purchasing the soluble coffee brand of Lanang Suhang in Talang Pagar Agung Village, Pajar Bulan District, Lahat Regency
Summary
In this era of technological developments and the Covid-19 pandemic, home industry businesses proliferate. One of them is the soluble coffee business. Ample businesses neglect the factors of product quality and promotion. Product quality and promotion are two of the primary factors driving consumers' buying decisions. The contributing factor of this is the Covid-19 pandemic, where people mainly limit their mobility and stay at home and perform activities online. The problem soluble coffee businesses encounter is sales promotion. The internet signal in the village is lacking and access to the place is far. These issues cause consumers to restrain themselves from purchasing the soluble coffee offered by businesses
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