PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BIRKONSTOKE BIRKENSTOKE DI DEPT STORE METRO PLAZA

Aniq Murobbinufus, Penulis and Aniq Murobbinufus, Pembimbing PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BIRKONSTOKE BIRKENSTOKE DI DEPT STORE METRO PLAZA. Perpustakaan STIE IPWIJA, Jakarta.

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Abstract

Product Quality and Promotion are two of several factors that are thought to be relatively large in influencing Birkonstoke Purchase Decisions at PT. Department Store Metro Plaza Senayan Jakarta. To prove the effect of both, this study was conducted with the aim of knowing the effect of product quality and promotion on the purchasing decision of Birkonstoke at PT. Department Store Metro Plaza Senayan Jakarta. The research was conducted at PT. Department Store Metro Plaza Senayan Jakarta by taking 75 consumers as research samples calculated using the slovin formula from a total population of 300 consumers at a margin of error of 10%. Data collection was carried out with a closed instrument with five rating scales from strongly disagree to strongly agree. The research was conducted quantitatively by describing the research data and conducting inference analysis. Multiple regression analysis was used as an analytical tool while hypothesis testing was carried out by t-test and F-test. The study resulted in two main findings in accordance with the proposed hypothesis with the equation = 2.143 + 0.239X1 + 0.467X2, namely: 1) Product quality has a positive and significant influence on Birkonstoke Purchase Decisions with b1 = 0.239 and sig.t = 0.004 < 0.05; 2) Promotion has a positive and significant effect on Birkonstoke Purchase Decisions with b2 = 0.467 and sig.t = 0.000 < 0.05. Based on these findings, it is recommended that efforts be made to improve and improve the quality of products and promotions in order to improve purchasing decisions for Birkonstoke

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