Effect of Product Quality, Service Quality And Promotion Mix Against Purchasing Decisions (Study on Faninda Jaya Furniture Gorontalo)

Abstract

Rapid progress and financial competition have forced companies to be able to face and overcome various problems and challenges that arise in order to realize the goals that have been set. In setting this goal the company must be based on its potential so that the goal can be assessed legally. Not only the production that is highlighted but more than that in terms of benefits must be understood by what the customer wants so that the buyer can continue to trust the production that is made because it has been proven to be able to fulfill the wishes of the buyer as well as for the maker to expand the company's profits. According to (Putra et al., 2017), quality reflects all dimensions of product offerings that generate benefits for customers. This is supported by research conducted by (Febiola et al., 2017) which revealed that product quality, store atmosphere and service quality simultaneously and partially influence the purchase decision. Companies must be able to determine the right strategy so that the company can survive and develop continuously and innovate products according to the times. Promotion mix is one of the variables in the marketing mix that determines the success of a marketing program. Sometimes the term promotion is used synonymously with the term selling even though what is meant is promotion. Strictly speaking, the term selling includes only the transfer of goods or services or the use of sellers, and does not involve any advertising or other activities aimed at driving demand. So, sales are only part of the promotional activities.