Analisis Kualitas Produk dan Promosi terhadap Keputusan Pembelian Produk Rokok Clas Mild
Keywords:
kualitas produk, promosi, keputusan pembelianAbstract
Tujuan penelitian ini adalah untuk mengetahui apakah ada pengaruh kualitas produk
dan promosi terhadap keputusan pembelian rokok Clas Mild. Sampel penelitian ini adalah 98
outlet yang aktif di kabupaten Deli Serdang tahun 2018, pengambilan sampel menggunakan
sampling jenuh yaitu metode penelitian yang semua populasi digunakan sebagai sampel.
Analisis data menggunakan uji Regresi Linier Berganda, pengujian hipotesis menggunakan
uji koefisien determinasi (R2) dan uji parsil (uji t), sedangkan pengolahan data menggunakan
SPSS 20. Hasil penelitian menunjukkan bahwa kualitas produk dan promosi mampu
menjelaskan keberadaannya terhadap variabel keputusan pembelian, selain itu secara parsial
memperlihatkan bahwa kualitas produk dan promosi memberi pengaruh signifikan terhadap
keputusan pembelian.
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