Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Pada Nuru’s Warteg Catering di Kecamatan Ciputat Timur Tangerang Selatan

Abstract

The aim of this research is to determine the influence of product quality and promotion on purchasing decisions at Nuru's Warteg Catering in East Ciputat District, South Tangerang. The method used is quantitative. The sampling technique used saturated sampling/Slovin's formula/Rao's ancient formula and a sample of 100 respondents was obtained. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, coefficients of determination and hypothesis testing. The population in this study was consumers of Nuru's Warteg Catering in Ciputat Timur District, South Tangerang and the total sample size was 100 respondents. Data collection methods are through questionnaires with a Likert scale, observation, and literature study. The results of this research are that product quality has a significant effect on purchasing decisions with a coefficient of determination value of 98.2% and the hypothesis test obtained t count > t table or (72.767 > 1.984). Promotion has a significant effect on purchasing decisions with a coefficient of determination value of 97.0% and hypothesis testing obtained t count > t table or (56.636 > 1.984). Product quality and promotion simultaneously have a significant effect on purchasing decisions with the regression equation Y = 0.843 + 0.417X1+ 0.299X2, the coefficient of determination value is 98.3% while the remaining 1.7% is influenced by other factors. Hypothesis testing obtained calculated F value > F table or (2825.807 > 3.090).