Pengaruh Kualitas Produk Harga dan Promosi terhadap Keputusan Pembelian Tenun (Studi Khasus Hilwa Tenun Khas Batu Bara Provinsi Sumatera Utara)

Abstract

The purpose of this study was to analyze product quality, price and promotion of purchasing decisions in hilwa weaving. This type of research is associative research. The population in this study are customers who have visited and bought products at hilwa weaving. The sample in this study was 100 customers who had visited and bought products at hilwa weaving with a frequency of visiting 2 (two) times or more than 2 (two) times. The sampling technique was purposive sampling. The analytical method used in this study is multiple linear regression analysis processed with SPSS 23 software. The results show that product quality has a positive and significant effect on purchasing decisions at hilwa weaving, price has a significant and significant effect on purchasing decisions at hilwa weaving, promotion has a positive effect and significant to purchasing decisions in hilwa weaving, product quality, price and promotion have a positive and significant effect simultaneously on purchasing decisions.