KEPUTUSAN PEMBELIAN SMART TV YANG DIPENGARUHI OLEH KUALITAS PRODUK DAN PROMOSI DI TAM ELEKTRONIK BANGKINANG KOTA

Abstract

Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions for smart TVs at TAM Elektronik in Bangkinang City. The types of data used in this research are qualitative data and quantitative data. Data collection techniques by distributing questionnaires to respondents, conducting research files, and observing. The analysis used in this study is multiple linear analysis with the number of respondents as many as 97 people. Hypothesis testing was carried out by simultaneous testing (F test) and partial testing (t test). Based on the results of the study, it can be concluded that simultaneously product quality and promotion have a significant effect on purchasing decisions for smart TVs at electronic TAM in Bangkinang City. Furthermore, based on a partial test the quality of the product and the product has a significant effect on purchasing decisions. The close relationship between the independent variable and the dependent variable is very strong with the contribution of the independent variable to the dependent variable of 70.03%.

Keywords :  Product Quality, Promotion, Purchase Decision