THE EFFECT OF PRODUCT QUALITY,  PRICE, AND PROMOTIONS ON PURCHASE DECISIONS AT  ASHALINA FLORIST, A FLOWER BOUQUET BUSINESS IN  LAMONGAN CITY

Amanda Azizah Nur Rochmah; Henny Mahmudah; Evi Fitrotun Najiah; Evi Yulia

THE EFFECT OF PRODUCT QUALITY, PRICE, AND PROMOTIONS ON PURCHASE DECISIONS AT ASHALINA FLORIST, A FLOWER BOUQUET BUSINESS IN LAMONGAN CITY

Authors

Amanda Azizah Nur Rochmah Universitas Islam Lamongan
Henny Mahmudah Universitas Islam Lamongan
Evi Fitrotun Najiah Universitas Islam Lamongan
Evi Yulia Universitas Islam Lamongan

Keywords:

Product Quality, Price, Promotion, Purchase Decision

Abstract

he purpose of this study is to examine how product quality, pricing, and promotions affect consumers' decisions to buy flowers from Ashalina Florist in Lamongan City. The study combined a survey method with a quantitative methodology. 152 respondents who were Ashalina Florist customers made up the research sample. Multiple linear regression, the t-test, the F-test, and the coefficient of determination (R2) were employed as data analysis approaches. The findings demonstrated that price, marketing, and product quality all significantly and favorably
influenced consumers' decisions to buy. Concurrently, purchasing decisions are also significantly impacted by the third variable. Product quality was the factor with the biggest impact. Product quality, price, and promotion were able to account for 66.2% of the variation
in customer purchase decisions, according to the coefficient of determination value of 0.662.

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Published

2026-09-20

How to Cite

Azizah Nur Rochmah, A., Mahmudah , H., Fitrotun Najiah, E., & Yulia, E. (2026). THE EFFECT OF PRODUCT QUALITY, PRICE, AND PROMOTIONS ON PURCHASE DECISIONS AT ASHALINA FLORIST, A FLOWER BOUQUET BUSINESS IN LAMONGAN CITY. JEKMA (Jurnal Ekonomi Mahasiswa), 4(1), 132–141. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2865