PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA SYARAH BAKERY

Abstract

This study aims to determine the effect of product quality on purchasing decisions on
Syarah Bakery Bengkulu, to determine the effect of prices on purchasing decisions on
Syarah Bakery Bengkulu, to determine the effect of promotion on purchasing decisions
on Syarah Bakery Bengkulu. to find out the simultaneous influence of product quality,
price, and also the promotion on purchasing decisions at Syarah Bakery Bengkulu. The
population of this study is permanent customers of Syarah Bakery Bengkulu as the
research population numbering 115 customers, from the calculation using purposive
sampling it can be seen that the number of samples used in this study were 115
respondents.
The research instrument was tested for validity and reliability by looking at the
corrected item total correlation and cronbanch's alpha and all were declared valid and
reliable. Data analysis techniques used in this study is quantitative data analysis
techniques. The results of this study indicate that the product quality variable (X1) has a
positive effect on purchasing decisions (Y), indicated by a positive regression
coefficient of 0.216 with a sig value of 0.000 <0.005. Price variable (X2) has a positive
effect on purchasing decisions (Y), indicated by a positive regression coefficient of
0.239 with a sig value of 0,000 <0.005. The promotion variable (X3) has a positive
effect on purchasing decisions 0.110 (Y), indicated by a positive regression coefficient
of 0.717 with a sig value of 0.003 <0.005. The F test results state that product quality,
price and promotion have a significant and positive effect simultaneously on the
decision purchase, obtained a value of 2.0638 with a value of sig = 0,000 <0.005. The
influence of the product quality, price and promotion on purchasing decisions is R2 =
51.5% influenced by other variables in this study and the remaining 48.5%.