Strategi Manajemen Dalam Meningkatkan Keputusan Pembelian Konsumen Melalui Kualitas Produk Dan Harga Pada M.Beyond

Abstract

This study examines the management strategies applied by M.BEYOND, an imported Korean fashion business, to increase consumer purchasing decisions through the management of product quality and price. The increasingly competitive fashion business and easy access to information through digital media have made consumers more selective in their choices. The study uses a descriptive qualitative approach with semi-structured interviews with three informants, namely the store manager, a sales promotion girl (SPG), and a customer of M.BEYOND, analyzed through data reduction, data display, and conclusion drawing with source triangulation. The findings show that product quality is managed through direct product selection by the owner in Korea, inspection after the goods arrive in Indonesia, product explanations by the sales staff, and in-store alteration service to handle complaints. Prices are set directly by the owner by considering the exchange rate and other costs, are positioned in the upper-middle range, and are perceived as commensurate with quality; discounts are rarely used. Customers tend to decide to buy because of quality, non-mainstream designs, and comfort after trying the product, and some become regular customers who recommend the products to others. Planning, organizing, implementing, and controlling practices are already in place, but most remain informal. This study suggests written quality standards, complaint recording, more complete product information, and a wider variety of collections.