PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA BATIK ARINY DI KOTA JAMBI

Siti Zuliani Saputri, 1900861201016 (2023) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA BATIK ARINY DI KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

Text (PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA BATIK ARINY DI KOTA JAMBI) Siti Zuliani Saputri 1900861201016.pdf - Published Version Download (3MB)

Abstract

ABSTRACT Siti Zuliani Saputri/ 1900861201016/ Faculty Of Economics University Batanghari Jambi/ The Influence of Product Quality and Promotion on Purchasing Decisions in Ariny's Batik Business in Jambi City/ Advisor 1st Hj. Susilawati, SE, M.Si. / 2nd Advisor Riko Mappadeceng, SE, MM. The purpose of this study is to find out how product quality, promotion, purchasing decisions are at Ariny Jambi Batik in Jambi City. And to determine the effect of product quality and promotion simultaneously and partially on the purchasing decision of Ariny Jambi Batik in Jambi City. In discussing this problem the author uses quantitative research methods. Quantitative descriptive according to Djaali (2020: 3) Quantitative research is research that is inferential in the sense of drawing conclusions based on the results of statistical hypothesis testing, using empirical data from the results of data collection through measurement. The number of samples in this study were 89 respondents. Batik Jambi Ariny is a business engaged in the sale of Batik. This business, which was founded in 1998, is located on Jalan KH. M.Shaleh Rt. 03 NO. 01 Ex. Pasir Panjang, Kec. Teluk Lake, Jambi City which is managed and founded by Mr. Taufik. This Batik craft business produces Batik designed to be clothing for all groups. The product quality variable (X1) is 0.548 meaning that this indicates that the product quality variable (X1) has a positive effect on the purchasing decision on Jambi Ariny Batik by or in other words, if the product quality variable (X1) is increased individually, then the purchasing decision will increase. of 0.548. The promotion variable (X2) is 0.231, meaning that this indicates that the promotion variable (X2) has a positive effect on the purchasing decision on Batik Jambi Ariny by or in other words, if the promotion variable (X2) is increased individually, the purchase decision will increase by 0.231. Based on the results of research using primary data, the quality of Jambi Ariny Batik products is included in the good category, and promotions and purchasing decisions are included in the very good category. Product Quality and Promotion simultaneously influence purchasing decisions. Product Quality and Promotion partially influence purchasing decisions. Key Words : Product Quality, Promotion And Purchase Decision

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