PENGARUH KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TOKO 3 SECOND DISTRO KOTA BENGKULU

Authors

  • Andesva Rafles Haryanto Universitas Muhammadiyah Bengkulu
  • Sri Ekowati Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.61567/jmmib.v4i1.150

Abstract

This study aims to determine the effect of product quality and sales promotion on product purchase decisions at the 3 Second Distro Store in Bengkulu City. This type of research is a type of quantitative descriptive research, the object of this research is the consumer of Toko 3 Second Distro which is precisely located on Jl. Putri Gading Cempaka, Gading Cempaka District, Decrease Village, Bengkulu City, Bengkulu. The sampling method uses a non-probabilty technique, namely accidental sampling. The number of respondents in this study were 160 people. Methods of data collection using a questionnaire. The data analysis technique is using Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely t-test and f-test. The results of this study can be concluded that the variable Product Quality 3 Second Distro has a positive effect on Purchase Decisions, Sales Promotion has a positive effect on Purchase Decisions, and Product Quality and Sales Promotion together have a positive and significant effect on Product Purchase Decisions at 3 Second Distro Stores. Bengkulu City.

Keywords: Product Quality, Sales Promotion, Purchase Decision

References

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Published

2023-09-06

Issue

Vol. 4 No. 1 (2023): Juli 2023

Section

Articles

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Copyright (c) 2023 Andesva Rafles Haryanto, Sri Ekowati

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.