PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BAHAN BANGUNAN PANGLONG BINTANG JAYA DI KOTA TEBING TINGGI

Abstract

Abstract: This study aims to analyze the influence of price, product quality, and promotion on consumer purchasing decisions at Panglong Bintang Jaya, Tebing Tinggi City. A quantitative causal method was employed with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results show that price, product quality, and promotion have a positive and significant effect on purchasing decisions, both partially and simultaneously. Promotion is the most dominant factor. The Adjusted R² value of 0.600 indicates that the three variables explain 60% of the variation in purchasing decisions. In conclusion, price, product quality, and promotion collectively play an important role in enhancing consumer purchasing decisions.

Keywords: Purchasing Decision, Price, Price, Promotion.

Abstrak: Penelitian ini bertujuan menganalisis pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian konsumen di Panglong Bintang Jaya, Kota Tebing Tinggi. Metode kuantitatif kausal digunakan dengan sampel 100 responden melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan regresi linear berganda. Hasil menunjukkan bahwa harga, kualitas produk, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Promosi merupakan faktor paling dominan. Nilai Adjusted R² sebesar 0,600 mengindikasikan ketiga variabel menjelaskan 60% variasi keputusan pembelian. Simpulannya, harga, kualitas produk, dan promosi secara bersama-sama berperan penting dalam meningkatkan keputusan pembelian konsumen.

Kata kunci: Keputusan Pembelian, Harga, Kualitas Produk, Promosi.