Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Konsumen pada Produk Suplement Food Holisticare Ester-C Di Apotek Global Medan

Abstract

The purpose of the study is to identify the effect of product quality and promotion partially and simultaneously towards consumer buying decision of Holisticare Ester-C food suplement at Global Medan Pharmacy. The study determines the population of the study are 60 respondents. The data collection techniques in a field study were obtained by organizing observations, interviews and distributing questionnaires.The data technique analysis employs the multiple regression analysis, t test, f test, and determination test. The t test of product quality shows that tvalue(5.942)>ttable(1.671) and significance values as (0.000 < 0.05) in partial. It can be infered that product quality is significantly influencing the consumer buying decision. Then, promotion shows that tvalue(8.093)>ttable(1.671) and significance values as (0.000 < 0.05). Promotion is also significantly influencing the consumer buying decision. Both product quality and promotion simultaneously have a significance towards the buying decision, with Fvalue(70.232)>Ftable(3.15) and significance values as 0.000 (Sig. < 0.05). The result shows that H0 was rejected and H1 was accepted. Thus, the variable of Product Quality (X1) and Promotion (X2) simultaneously have a significance towards Buying Decision (Y).The determination test result shows that product quality and promotion have impact towards consumer buying decision as 70.1%.