Azizah, Nur and Khaddapi SE. MM, Muammar, Dr. and Aqsa, Muhammad (2025) The Influence of Customer Testimonials and Product Quality on Purchasing Decisions in MSMEs in Pancasila Field, Palopo City. The Influence of Customer Testimonials and Product Quality on Purchasing Decisions in MSMEs in Pancasila Field, Palopo City, VOL 7 (NO 1). pp. 459-466. ISSN 2685-9300
![[img]](http://repository.umpalopo.ac.id/style/images/fileicons/image.png) |
Image (Al-Kharaj: Journal of Islamic Economics and Business)
459-467.pdf - Cover Image Download (265kB) |
![[img]](http://repository.umpalopo.ac.id/style/images/fileicons/text.png) |
Text (Artikel)
459-467.pdf - Published Version Download (265kB) |
|
Text (Lembar Turnitin)
Hasil_Riset_Asli_Azizah_211120118_-_Nur_Azizah.pdf - Supplemental Material Download (846kB) |
![[img]](http://repository.umpalopo.ac.id/style/images/fileicons/other.png) |
Other (Link Artikel/Riset/Jurnal)
6595 - Additional Metadata Download (60kB) |
Abstract
This study aims to analyze the influence of customer testimonials and product quality on purchasing decisions of Micro, Small, and Medium Enterprises (MSMEs) in the Pancasila Field area, Palopo City. This study uses a quantitative approach with a purposive sampling method. The sample consists of 100 respondents who are consumers of various MSMEs in the area. Data collection was carried out by distributing questionnaires, while the data analysis technique used the help of SPSS version 26 software. The independent variables in this study are customer testimonials and product quality, while the dependent variable is purchasing decisions. The results of the analysis show that both customer testimonials and product quality have a positive and significant effect partially on purchasing decisions. In addition, simultaneously, both variables also have a significant effect on increasing purchasing decisions. These findings indicate that customer experience-based marketing strategies and improving product quality can be key factors in driving consumer decisions to purchase. Therefore, MSMEs are advised to pay more attention to product quality and utilize customer testimonials as an effective promotional tool.
| Item Type: | Article | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Uncontrolled Keywords: | Testimonials, Product Quality, Purchase Decisions | |||||||||
| Subjects: | L Education > L Education (General) | |||||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen | |||||||||
| Depositing User: | Nur Azizah zizah | |||||||||
| Date Deposited: | 17 Sep 2025 04:31 | |||||||||
| Last Modified: | 17 Sep 2025 04:31 | |||||||||
| URI: | http://repository.umpalopo.ac.id/id/eprint/5914 |
Actions (login required)
 |
View Item |
