Predicting the Mediating Impact of Consumer Preferences in Relation to Product Quality, Price, Promotion on Purchasing Decisions on Minaku Edamame Products Pt Kelola Agro Makmur

Abstract

This study was conducted to analyze the effect of product quality, price and promotion on consumer preferences. to analyze the effect of product quality, price and promotion on consumer purchasing decisions, to analyze the effect of consumer preferences on purchasing decisions and to analyze the effect of product quality, price and promotion on consumer purchasing decisions with consumer preferences as a mediating variable. This research was conducted using a Quantitative research method approach. consumers of PT. Kelola Agro Makmur who have bought Edama me Minaku, and the number cannot be ascertained. The sample in this study were 115 respondents. By using Path Analysis. The results showed that product quality, price, promotion have an effect on consumer preferences. The results of this study indicate that product quality, price, promotion have an effect on purchasing decisions. The results of this study indicate that Consumer Preferences have an effect on Purchasing Decisions. And Product Quality, Price and Promotion have an effect on Purchasing Decisions through Consumer Preferences as a mediating variable.