Effect of Business Process Digitalization on the Performance of Culinary MSMEs in the City of Bandung
DOI:
https://doi.org/10.59651/tambun.v1i1.288Keywords:
MSMEs, digitalization, social media, e-commerce, operational systems, business performanceAbstract
This research aims to determine and analyze the influence of product quality, price perceptions, and promotions on consumer purchasing decisions in Samsung smartphone research. The research object is at the Mranggen Mobile CM Counter. This research uses 4 variables, namely product quality, price perception, promotion, and purchasing decisions. The population of this research is all consumers who have purchased a Samsung smartphone at the Mranggen Mobile CM Counter, with a total research sample of 96 respondents. Sampling used nonprobability sampling techniques with purposive sampling techniques. The data collection technique uses a questionnaire that has been tested for validity and reliability. The analytical method used in this research is the multiple regression analysis method carried out with IBM SPSS 25. The results of this research show that knowing the influence of Product Quality has a positive effect on purchasing decisions, Price Perception has a positive effect on purchasing decisions, and Promotion has a positive effect on purchasing decisions.
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