ANALISIS PEMBELIAN ULANG PELANGGAN BERDASARKAN ASPEK PROMOSI DAN KUALITAS PRODUK (STUDI KASUS TOKO AL PARFUME BIREUEN)

Abstract

This study aims to analyze purchasing decisions in terms of promotion and product quality aspects. The
survey was conducted on 100 regular consumers at the Al Parfume Store in Bireuen. Using an associative
quantitative method with data analysis techniques through multiple linear regression. The results showed
that (1) promotional factors have a partial influence on consumer purchasing decisions, as well as product
quality factors. Where the promotional factor turns out to have a higher impact. If it is domiciled according
to the equation Y = 3.031 + 0.750 X1 + 0.203 X2. (2) The contribution of promotional factors and product
quality to consumer purchasing decisions is not that large, but it is truly significant, namely 27.8%. So
there are other factors that consumers work on, such as location, price, discounts, payment methods, or
others.