Jurnal Riset Ekonomi dan Akuntansi
Vol. 1 No. 1 (2023): MARET : JURNAL RISET EKONOMI DAN AKUNTANSI

Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian (Studi Pada UMKM Pak Dj Oleh-oleh Khas Jambi)

Muhammad Novaldi (Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)
Arsa Arsa (Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)
Anzu Elvia Zahara (Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)

Article Info

Publish Date
20 Mar 2023

Abstract

This study aims to determine the influence of product quality and promotion on the decision to purchase at MSMEs by Pak Dj Khas Jambi. As the goal is to find out the quality of products and promotion of the decision to purchase by Mr. Dj Typical Jambi. The research method used in this study uses descriptive quantitative methods and the data analysis method uses t-test, f-test, R Square test, Multiple Linear Regression. The sample in this study were 85 respondents who were taken from some of the people in the city of Jambi. The results of this study indicate that product quality (X1) has a significant influence on purchasing decisions. Promotion (X2) is also very significant on purchasing decisions. Based on the F Test the of Product Quality (X1) and Promotion (X2) simultaneously have the same on Purchase Decisions (Y).

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Journal Info
Jurnal Riset Ekonomi dan Akuntansi
Website

Abbrev

JREA

Publisher

INSTITUT TEKNOLOGI DAN BISNIS SEMARANG

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Topik dalam Jurnal ini berkaitan dengan aspek apapun dari Ekonomi, namun tidak terbatas pada topik berikut : Ekonomi , Corporate Governance, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan ...