The Influence Of Product Quality And Promotion On Purchase Decisions At J&C Cookies Bojongkoneng Bandung
DOI:
https://doi.org/10.59890/ijefbs.v4i5.46Keywords:
Product Quality, Promotion, Purchase Decision, Consumer Behavior, J&C Cookies.Abstract
This study aims to analyze the influence of product quality and promotion on purchase decisions at J&C Cookies Bojongkoneng Bandung. The research employed a quantitative approach using descriptive and verificative methods. Data were collected through questionnaires distributed to 93 consumers who had purchased J&C Cookies products. The collected data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination, t-test, and F-test.The results indicate that product quality has a positive and significant effect on purchase decisions, as evidenced by a t-value of 5.333 with a significance level below 0.001. Promotion also has a positive and significant effect on purchase decisions, with a t-value of 3.500 and a significance level below 0.001. Simultaneously, product quality and promotion significantly influence purchase decisions, as indicated by an F-value of 254.909 with a significance level below 0.001. The coefficient of determination (R^2) of 0.850 shows that 85.0% of the variation in purchase decisions can be explained by product quality and promotion, while the remaining 15.0% is influenced by other factors outside the scope of this study. These findings suggest that maintaining high product quality and implementing effective promotional strategies are essential in enhancing consumer purchase decisions and strengthening the competitive position of J&C Cookies in the food industry
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