PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ES GABUS ADAU’S SNACK AND FROZEN FOOD DI CIKUPA KABUPATEN TANGERANG

Abstract

This research aims to determine the Effect of Product Quality and Promotion on Purchase Decisions for Es Gabus Adau's Snack and Frozen Food in Cikupa, Tangerang Regency. The method used is quantitative. Sampling was carried out using the ancient rao formula with a confidence level required in determining the sample, namely 1.96 or 95% at the significance level, and a sample of 96 respondents was obtained. Data testing used validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests. The results showed that Product Quality had a significant effect on Purchase Decisions for Es Gabus Adau's Snack and Frozen Food in Cikupa, Tangerang Regency with a calculated t_value > t_table, namely 8.370 > 1.986. Promotion had a significant effect on Purchase Decisions for Es Gabus Adau's Snack and Frozen Food in Cikupa, Tangerang Regency with a calculated t_value > t_table, namely 7.862 > 1.986. Then the results of the F Test (simultaneous) obtained the calculated F_value > F_table, namely 61.187 > 2.700, so H0 is rejected and Ha is accepted. This means that there is a significant influence between Product Quality and Promotion on Purchase Decisions for Es Gabus Adau's Snack and Frozen Food in Cikupa, Tangerang Regency.