PENGARUH KUALITAS PRODUK DAN STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK FASHION H&M SUKABUMI

This research aims to investigate the influence of product quality and marketing strategies on consumer purchasing decisions in the fashion industry, with a focus on H&M store in Sukabumi. By collecting data from 100 regular H&M consumers in the region, multiple regression analysis was conducted to assess the relationship between the independent variables (product quality and marketing strategies) and the dependent variable (purchasing decisions). The research findings indicate that high product quality and effective marketing strategies positively and significantly contribute to consumer purchasing decisions at H&M Sukabumi store. These results provide valuable insights for the store and the fashion industry to enhance their product appeal and marketing strategies to increase consumer satisfaction and loyalty.

Keywords: product quality, marketing strategies, purchasing decision