Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Telur Rendah Kolesterol (LCh)
DOI:
https://doi.org/10.59086/jak.v2i2.177Keywords:
Promosi Kualitas Produk Keputusan PembelianAbstract
Tujuan penelitian ini adalah untuk menguji pengaruh promosi dan kualitas produk terhadap keputusan pembelian konsumen telur rendah kolesterol (LCH) di PT. Mabar Feed Indonesia Medan. Permasalahan yang timbul yaitu kegiatan promosi, dan retur produk yang mengalami peningkatan setiap bulan selama enam bulan terakhir menyebabkan penjualan perusahaan tidak memenuhi target, hal ini memotivasi peneliti untuk meneliti pengaruh promosi dan kualitas produk terhadap keputusan pembelian telur rendah kolesterol (LCH) di PT. Mabar Feed Indonesia. Sampel yang diambil berjumlah 95 toko atau pelanggan PT. Mabar Feed Indonesia. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling. Metode statistik yang digunakan untuk menguji validitas, reliabilitas, dan hipotesis penelitian adalah analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa pengujian parsial variabel promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian konsumen dan pengujian simultan variabel bebas promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian konsumen telur rendah kolesterol (LCH) di PT. Mabar Feed Indonesia, dimana promosi merupakan variabel yang paling mempengaruhi keputusan pembelian. Variabel keputusan pembelian dapat dijelaskan oleh variabel promosi dan kualitas produk dengan nilai R square yang disesuaikan sebesar 0,782 atau 78,2%
The purpose of this study was to examine the effect of promotion and product quality on consumer purchasing decisions for low cholesterol eggs (LCH) at PT. Mabar Feed Indonesia Medan. The problems that arise are promotional activities, and product returns that have increased every month for the last six months causing the company's sales to not meet the target, this motivated the researcher to examine the effect of promotion and product quality on purchasing decisions for low cholesterol eggs (LCH) at PT. Mabar Pakan Indonesia. The sample taken was 95 stores or customers of PT. Mabar Pakan Indonesia. The sampling technique used was the purposive sampling method. The statistical method used to test the validity, reliability, and hypothesis of the study was multiple linear regression analysis. The results of this study indicate that partial testing of promotion and product quality variables has a significant effect on consumer purchasing decisions and simultaneous testing of independent variables promotion and product quality has a significant effect on consumer purchasing decisions for Low Cholesterol Eggs (LCH) at PT. Mabar Feed Indonesia, where promotion is the variable that most influences purchasing decisions. The purchasing decision variable can be explained by the promotion and product quality variables with an adjusted R square value of 0.782 or 78.2%.
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