The Impact of Product Quality, Price and Distribution Channels on Purchasing Decisions: A Case Study of Keris Center in Aeng Tong-Tong, Sumenep
https://doi.org/10.56225/jmsc.v3i2.375
Keywords:
Product quality, Price, Distribution channels, Consumer behaviour, Marketing strategy, Purchasing DecisionsAbstract
Indonesia, a nation rich in natural resources and cultural heritage, holds immense potential for its citizens' benefit. The country's diverse cultural landscape encompasses tangible and intangible elements, including the Keris, an ancestral artifact imbued with noble values. Aeng Tong-Tong Village, recognized as one of the top 50 tourist villages in ADWI 2022, stands out for its historical and cultural significance, particularly in Keris production. The Keris, known as Tosan Aji in Javanese, is a respected iron embodiment with consistent main components across regions. Sumenep district, home to Aeng Tong-Tong Village, has earned the title "City of Keris" due to its high concentration of master craftsmen, with its significance in Keris production acknowledged by UNESCO. This study examined the influence of product quality, price, and distribution channels on purchasing decisions for senta Keris in Aeng Tong-Tong Village. Descriptive analysis revealed generally favorable conditions across all research variables. The t-test results showed significant effects of product quality (p = 0.037), price (p = 0.000), and distribution channels (p = 0.036) on purchasing decisions. Hypothesis testing confirmed that all variables significantly influenced purchasing decisions (p = 0.000). Product quality impacts decisions due to the distinct characteristics of Aeng Tong-Tong Keris, featuring typical Sumenep shapes and decorations. Price influences decisions as there is no standardized benchmark, with prices varying based on pamor and pendok uniqueness. Distribution channels affect decisions through diverse networks, including collectors and retailers, enhancing product accessibility. These findings highlight the importance of these factors in shaping consumer behavior towards senta Keris purchases in Aeng Tong-Tong Village.
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