PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA BATIK IDOLA PEMUSIRAN TANJUNG JABUNG TIMUR

Rika Widia Sari, Rika Widia Sari (2022) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA BATIK IDOLA PEMUSIRAN TANJUNG JABUNG TIMUR. skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT Rika Widia Sari / 1800861201259 / “ The Effect Of Promotion and Product Quality On Purchasing Decisions” / Management study Program, Batang Hari University in academic year 2021-2022. First Advisor Mrs. Hj. Susilawati, S.E, M.Si and Second Advisor Mr. Denny Asmas, SE,M.Si. Indonesia is a country that has natural wealth and cultural diversity with its own characteristics. Not only natural wealth, Indonesia is also known for various kinds of regional batik. The large variety of batik has led to the development of the existing batik business. The development of the world of batik is currently very rapid and technology and information as well as the phenomenon of competition in the era of globalization will increasingly lead to the country's economic system and market mechanism which ultimately positions marketers to always develop and seize the market. The purpose of this study is as follows : a. To find out the promotion, product quality and purchasing decisions on Batik Idola Pemusiran Tanjung Jabung Timur. b. This study aims to determine the effect of promotion and product quality on purchasing decisions at the Idola Pemusisiran Batik of East Tanjung Jabung. The hypothesis is a temporary answer to the research problem formulation, therefore the research problem formulation is usually arranged in the form of a question sentence, Sugianto (2016: 93). Based on the formulation of the problem that will be stated above, the research hypothesis can be formulated as follows:1. Allegedly promotions, Batik product quality and purchasing decisions are good for the Idol Batik2. It is suspected that promotion and product quality have a significant effect on purchasing decisions on Batik Idola Pemusiran Batik Idola is one of the small and medium enterprises (SMEs) located in Pemusiran Village, Nipah Panjang District, East Tanjung Jabung Regency which produces and markets batik motifs typical of the Nipah Panjang sub-district, namely the coastal village. This business was founded in March 2015 by Mrs. The research method used iss a quantitative research method. The object of this research is Idola Batik consumers. Based on the output of multiple linear regression used in this study, it can be formulated : Y = 2,071 + 1,423 X1 + 0,434 X2. Obtained adjusted R square (R2) 0,836 or 16,4 % this mrans that the percentage pf this onfluence of the independent variabels ( X1 and X2 on Y 16,4 % ). Based on the results of the study, it was obtained based on the results of the t test (partial) in the regression mode, from the results of the partial regression t test, obtained a significant value of 0.617 with tcount 0.502 and ttable 1.660, it can be said that 0.502 > 1.660 concluded that Promotion (X1) has an effect on purchasing decisions (Y). The results of the f-test calculated using the SPSS program by comparing fcount with ftable with a significant level of = 0.05. It can be seen that fcount is 6.678 by comparing ftable = 0.05 with the degree of freedom of the numerator (X variable) = 2 and ftable is equal to 3.09. fcount is greater than ftable (6,678 > 3.09) then H0 is rejected and Hi is accepted.

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