Effect of Marketing Strategy and Service Quality on Product Purchasing Decisions

Abstract

The purpose of this study was to determine the effect of marketing strategy and service quality on product purchasing decisions. This research was conducted on one of the skincare sales brands, Feryal Skincare. The number of samples taken was 103 feryal skincare users with the criteria of (a) Users in the city of Makassar, (b) focusing on users in 2022 and 2023, (c) using feryal skincare products more than 1 time. Data collection was carried out through questionnaires and interviews. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis it is known that marketing strategy has a positive and significant effect on purchasing decisions, and service quality has a positive and significant effect on purchasing decisions

Effect of service quality, price, and brand image on repurchase intention with customer satisfaction as an intervening variable

“…In the midst of increasingly diverse and selective consumer needs in the current era of globalization, many stores strive to develop products and continue to innovate to meet the tastes and needs of consumers. The influence of globalization in industries becomes one of the factors driving a store to continuously develop to meet quality products and improve their service Effect of service quality, price, and brand image on repurchase intention with customer satisfaction as an intervening variable quality (Widiyanto et al, 2023). Many retail businesses that were initially managed traditionally have shifted course to become modern retail stores along with the development of this industry, resulting in innovative, active, and competitive businesses (Ghosh, 1992).…”