The Influence of Product Quality And Promotional Strategies on Indomie Product Business Performance

Asep Supriadi; Mustika Ayu Cahaya Lintang; Septi Andrayani; Nadzwa Safana; Narita Maulidya Putri

doi:10.55927/mudima.v5i6.400

Authors

Asep Supriadi Universitas Sultan Ageng Tirtayasa
Mustika Ayu Cahaya Lintang Universitas Sultan Ageng Tirtayasa
Septi Andrayani Universitas Sultan Ageng Tirtayasa
Nadzwa Safana Universitas Sultan Ageng Tirtayasa
Narita Maulidya Putri Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.55927/mudima.v5i6.400

Keywords:

Product Quality, Promotional Strategy, Business Performance

Abstract

This study aims to analyze the effect of product quality and promotional strategies on the business performance of Indomie products in Serang City. The method used is a quantitative approach with a descriptive correlational research design, which involves 75 respondents who consume Indomie products. The results showed that product quality has a more dominant influence on business performance with a regression coefficient of 0.383, which means the better the quality of the product, the higher the business performance achieved. On the other hand, the promotional strategy also has proven to have a positive effect with a coefficient of 0.252, which shows that effective promotion is capable. Increase brand visibility and expand market share. This finding confirms the importance of the company to maintain product quality while strengthening promotional strategies to maintain and improve business performance in increasingly fierce market competition. This study provides recommendations for PT Indofood CBP Sukses Makmur Tbk to continue to innovate in both aspects in order to maintain its position in the market.

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