PENGARUH STRATEGI PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO SEPATU BATA METROPOLITAN CITY PANAM PEKANBARU

Abstract

This research was conducted at one of the Bata shoe shop outlets in Pekanbaru which is located at Metropolitan City Jl. HR. Soebrantas Km. 12.5 Panam, Pekanbaru, Riau. The aim of this research is to determine the influence of Promotion Strategy and Product Quality on Purchasing Decisions at the Bata Metropolitan City Panam Pekanbaru shoe store partially and simultaneously. In this research, the method used is quantitative descriptive analysis with the SPSS program. The population in this study were all consumers who made purchases at the Bata Metropolitan City Panam Pekanbaru Shoe Store, namely 100 respondents. To determine the sample using the accidental sampling method. Data collection techniques through questionnaires and interviews, types and sources of data using primary data and secondary data, measurement collection techniques using a Likert scale. From data analysis which includes validity tests, reliability tests, simple linear regression analysis, multiple linear analysis, determination analysis and significance tests using the t test (partial) and f test (simultaneous). The results of this research show that the results of the first t test hypothesis testing, promotional strategies on purchasing decisions, namely t count (33.134) > t table (1.66055), meaning that promotional strategies have a significant effect on purchasing decisions. Second, product quality on purchasing decisions, namely t count (22.768) > t table (1.66050), meaning product quality has a significant influence on purchasing decisions. The results of the f test of promotional strategies and product quality have a significant effect on purchasing decisions, namely f count (553.878) > F table (3.09). This means that promotional strategies and product quality simultaneously have a significant influence on purchasing decisions at the Bata Metropolitan City Panam Pekanbaru Shoe Store.
Keywords: Promotion Strategy, Product Quality, Purchasing Decisions