Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Ghawean Dewe

The Influence of Promotion and Product Quality on Purchase Decisions Ghawean Dewe's Consumer

Abstract

Increasing competition in the Micro, Small, and Medium Enterprises (MSME) sector encourages business owners to implement effective marketing strategies to enhance consumer purchasing decisions. Attractive promotion and good product quality are critical factors influencing purchasing choices. This study aims to analyze the influence of promotion and product quality, both partially and simultaneously, on purchasing decisions among Ghawean Dewe consumers. A quantitative survey method was employed, gathering primary data via questionnaires distributed to 90 respondents selected using purposive sampling. Data were analyzed using SPSS version 27 through validity and reliability tests, classical assumption tests, multiple linear regression test, t-test, F-test, and the coefficient of determination (). The results indicate that promotion has a positive and significant effect on purchasing decisions t-value = 4,520 > t Tabel = 1,991, Sig. 0,001. Product quality also has a positive and significant effect t-value = 4,946 > t Tabel = 1,991, Sig. 0,001. Simultaneously, promotion and product quality significantly influence purchasing decisions F-count value 37.659, Sig. 0,001 with an  value of 0.453. This demonstrates that both variables explain 45.3% of the variation in purchasing decisions, while the remaining 54.7% is influenced by other factors. The implications of this research indicate that to mitigate post-peak season customer declines, zero-waste batik craft MSME owners need to stabilize purchasing decisions through targeted digital promotions and consistent product quality maintenance, while providing an academic foundation for creative industry marketing strategies