The Influence of Product Quality, Promotion, and Price on Purchasing Decisions at Dharmasraya Donut House
Pengaruh Kualitas Produk, Promosi, dan Harga Terhadap Keputusan Pembelian di Rumah Donat Dharmasraya
Keywords:
purchase decision, Product Quality, Promotion, price
Abstract
This study aims to determine and analyze: the effect of Product Quality, Promotion, and price on purchasing decisions at Rumah Donat Dharmasraya. This type of research is quantitative research with Associative Design. Sampling technique using non purposive sampling. The number of samples used was 96 respondents. Data collection techniques used in this study is a survey technique using questionnaires as research instruments. The data analysis technique used is multiple linear regression analysis. The results of this study showed that partially the product quality variables have a positive and significant effect on purchasing decisions, promotional variables have a positive and significant effect on purchasing decisions, and price variables have a positive and significant effect on purchasing decisions. The value of R2 is 0.426. This can be interpreted that the quality of products, promotions, and prices affect the purchasing decision with a percentage of 42.6%, while the remaining 57.4% are influenced by other factors not examined in this study. Based on the analysis that has been tested, it can be concluded that the variables of Product Quality, Promotion, and price have a positive and significant relationship influence on purchasing decisions at Rumah Donat Dharmasraya.References
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[12] S. Sulistiono, Y. Nurendah, and M. Mulyana, “Mengukur Minat Studi Siswa SMA dan SMK di Kota Bogor Pada Program Studi Kewirausahaan,” JAS-PT J. Anal. Sist. Pendidik. Tinggi, vol. 3, no. 1, p. 1, 2019, doi: 10.36339/jaspt.v3i1.208.
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[14] P. Ismaroiming and J. Mulya, “The Influence of Brand Equity and Price on Decisions Purchasing Delicious Noodles For Students in Padang City,” Int. J. Manajement Bus., vol. 5, no. 1, pp. 11–16, 2024.
[15] N. B. Shalihah, O. Imtihani MK, T. Wulandari, R. Hidayat, and A. Prayoga, “Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian mie instan merek Indomie,” Entrep. Bisnis Manaj. Akunt., vol. 3, no. 2, pp. 85–93, 2022, doi: 10.37631/ebisma.v3i2.735.
[16] M. S. Tolan, F. Pelleng, and A. Y. Punuindoong, “Pengaruh Promosi terhadap Keputusan Pembelian di Online Shop Mita (Studi pada Masyarakat Kecamatan Wanea Kelurahan Karombasan Selatan Lingkungan IV Kota Manado),” Productivity, vol. 2, no. 5, pp. 360–364, 2021.
[17] W. A. Lukito and D. L. Fahmi, “Pengaruh Promosi dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa,” J. Econ. Account., vol. 1, no. 2, pp. 90–95, 2020.
[18] A. S. Hadi, “Faktor - Faktor Yang Mempengaruhi Niat Pembelian Ulang Konsumen Terhadap Produk Pasta Gigi,” J. Bisnis Darmajaya, vol. 5, no. 1, pp. 53–63, 2019.
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