The Influence of Price, Promotion, and Product Quality on Purchasing Decisions for Batam Batik Products at Dekranasda Batam

Abstract

This study aims to determine how the price, promotion, and quality of a product can influence consumers in determining and deciding to purchase Batam batik products at Dekranasda. The target population in this study are consumers who have purchased Batam batik products at the Dekranasda Batam in the past year. The total respondents were 100 respondents. A quantitative approach is used in collecting data from surveys which use google forms as a medium for filling out questionnaires. This study uses the classical assumption test consisting of a normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t-test, and f-test. Based on this research, it is known that price has no significant effect on product purchasing decisions and is inversely proportional to the promotion and product quality which has a significant effect on product purchasing decisions.