Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia

Research Article

Effect of Product Quality, Product Innovation, and Accuracy of Distribution Chains on Purchase Decisions that Impact on Improving Marketing Performance in the Zinc Steel Industry in Indonesia

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  • @INPROCEEDINGS{10.4108/eai.17-7-2020.2303053,
        author={Jasmani  Jasmani and Aidil Amin Effendy and Aden Prawiro Sudarso and Janudin  Janudin and Denok  Sunarsi and Mahnun  Mas'adi and Ahmad  Nurhadi},
        title={Effect of Product Quality, Product Innovation, and Accuracy of Distribution Chains on Purchase Decisions that Impact on Improving Marketing Performance in the Zinc Steel Industry in Indonesia},
        proceedings={Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia},
        publisher={EAI},
        proceedings_a={INCEESS},
        year={2021},
        month={1},
        keywords={product quality product innovation distribution chain precision purchase decision enhancement of marketing performance},
        doi={10.4108/eai.17-7-2020.2303053}
    }
    
  • Jasmani Jasmani
    Aidil Amin Effendy
    Aden Prawiro Sudarso
    Janudin Janudin
    Denok Sunarsi
    Mahnun Mas'adi
    Ahmad Nurhadi
    Year: 2021
    Effect of Product Quality, Product Innovation, and Accuracy of Distribution Chains on Purchase Decisions that Impact on Improving Marketing Performance in the Zinc Steel Industry in Indonesia
    INCEESS
    EAI
    DOI: 10.4108/eai.17-7-2020.2303053
Jasmani Jasmani1,*, Aidil Amin Effendy1, Aden Prawiro Sudarso1, Janudin Janudin1, Denok Sunarsi1, Mahnun Mas'adi1, Ahmad Nurhadi1
  • 1: Department of Management, Faculty of Economic, Universitas Pamulang, Banten, Indonesia
*Contact email: dosen01770@unpam.ac.id

Abstract

This study aims to determine the effect of product quality, product innovation and the precision of distribution chain against purchasing decisions that impact on improving of marketing performance in the zinc steel industry in Indonesia. This type of research is descriptive quantitative research. The method used is Explanatory Research with sample of 96 respondents, data collection in this research is questionnaire. The method of data analysis used in this research is descriptive analysis method and path analysis. The results with path analysis show that the variable of the product quality, product innovation and the precision of distribution chain simultaneously affect the purchase decision of 49.5% significantly