Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian (Studi Kasus pada Toko Oleh-Oleh Sa’cekele Ketanggungan)

Abstract

This study aims to determine the influence of product quality on the purchasing decision of Sa'cekele souvenir shop consumers, the effect of price on the purchasing decision of Sa'cekele souvenir shop consumers, the influence of promotion on purchasing decisions at Sa'cekele souvenir shops, the influence of product quality, price and promotion together on purchasing decisions at Sa'cekele souvenir shops, District of Dependability, Brebes Regency. This research uses a quantitative descriptive approach and the type of research is a case study supported by a survey. The method used in this study is the correlational research method, which is research that aims to determine whether there is an association between two or more variables, and how far the correlation exists between the variables studied. . The population in this study is all customers of Sa'cekele Dependency Souvenir Shop totaling 2386 people. The sampling technique in this study used the Slovin formula with a margin of error of 10% of 96 respondents. The data used is primary data in the form of questionnaire instruments. Data analysis techniques with multiple regression analysis. The results of the study obtained a value t count variable product quality of 2.181 > t table 1.98609, which means product quality has a significant and positive effect on purchasing decisions; t value calculate the price variable of 3.365 > t table 1.98609, which means that price has a significant and positive effect on purchasing decisions; the value of t calculate the promotion variable of 4.658 > t table 1.98609, which means that promotion has a significant and positive effect on purchasing decisions and the value of F count is 36.177 > F table 2.47 which means product quality, price and promotion together influence purchasing decisions at Sa'cekele souvenir shop, District of Dependability, Brebes Regency. The ability of product quality, price and promotion variables in this study influenced purchasing decisions by 52.60%, while the remaining 47.40% was explained by other variables.