The Effect of Product Quality and Promotion on Purchase Decisions on Umkm Products UD. Kunyahan Medan

Sri Ulina; Hendra Utama

doi:10.55927/ijis.v4i6.387

Authors

Sri Ulina Panca Budi Development University
Hendra Utama Panca Budi Development University

DOI:

https://doi.org/10.55927/ijis.v4i6.387

Keywords:

Product Quality, Promotion, Purchase Decisions

Abstract

This study was conducted with the aim of determining how much influence product quality and promotion have on consumer decisions in purchasing products from MSMEs Kunyahan operating in Medan City. The type of research used is associative research with a quantitative approach. The data analysis technique applied is multiple linear regression, using the help of SPSS software version 25. The number of samples in this study was 71 respondents who were consumers of Kunyahan products, consisting of 17 people who made purchases directly (offline) and 54 people through online purchases. Data collection was obtained through questionnaire distribution. The results of the study indicate that both product quality and promotion have a significant and positive influence on purchase decisions, both individually (partially) and simultaneously (simultaneously). Thus, improving product quality and implementing the right promotional strategy can be the main driving factors in increasing consumer purchasing decisions for MSMEs Kunyahan products

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