Exploring the Interaction of Product Quality on the Purchasing Decision of IKEA Customers: A Comparative Study between Parents and Students

• Main Authors: Canoy, Alyssa Gabrielle M., Camerino, Audrey Joan L., Daclan, Julianne Mae V., Forro, Yasmeen Nicole M., Lapeña, Grace Ricci P.
• Format: text
• Published: Animo Repository 2023
• Subjects: customer purchasing decision (CPD); IKEA; parents; product quality; senior high school
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/5; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1776/viewcontent/PP_EBO_Canoy_Camerino_Daclan_Forro_Lapeña___Julianne_Mae_Daclan.pdf
• Institution: De La Salle University

Consumer purchase behavior is heavily influenced by product quality, making it a crucial factor in one’s decision-making process. This study aimed to investigate the impact of IKEA Philippines on the customer purchasing decision (CPD) of Grade 12 ABM students from De La Salle University - Manila (DLSU-M) and their parents. Convenience sampling was utilized to select respondents, and data were collected through a Google Forms survey. Linear regression, Pearson’s correlation coefficient, and Spearman’s coefficient of determination were employed to address the research questions: (1) Does product quality have an effect on customer purchasing decision? Specifically, exploring product quality factors outlined by ISO 9126, namely, (1.1) maintainability, (1.2) efficiency, (1.3) portability, (1.4) reliability, (1.5) functionality, and (1.6) usability. Results show that all mentioned factors affect customer purchasing decisions. For students, it was found that the efficiency and useability of products have a strong influence on student customer purchasing decisions, while the remaining factors of product quality (excluding portability) only moderately affect their purchasing decisions. For parents, only reliability displayed a moderate and positive correlation with customer purchasing decisions, while the remaining exhibited an insignificant relationship. Overall, it is found that there is a strong positive relationship between product quality and customer purchasing decision for students, yet the results suggest otherwise for parents since the correlation between product quality and customer purchasing is insignificant.