PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAIN TENUN TORAJA DI SAMARINDA

Abstract

       This research aims to determine and analyze the influence of promotions on purchasing decisions, the influence of product quality on purchasing decisions, the influence of promotions and product quality simultaneously on purchasing decisions for Toraja Woven Cloth in Samarinda.

     The number of samples used in this research was 97 respondents. Data collection was carried out by distributing questionnaires from Google Form using a Likert scale to measure each indicator. The analytical tool used in this research is multiple linear regression using the statistical program SPSS version 25.

     The results of the research show that 1) Promotion has a significant positive effect on purchasing decisions for Toraja Woven Cloth in Samarinda, because Toraja woven cloth uses social media promotional channels such as Facebook, Instagram and Whatsapp so that many consumers know about the products sold by Mrs. M. Yani Kapuangan so the hypothesis is accepted. 2) Product quality has a significant positive effect on the decision to purchase Toraja Samarinda Woven Cloth, because the woven cloth products sold by Mrs. M. Yani Kapuangan have superior product quality such as using quality, durable and long-lasting fabric so that the hypothesis is accepted, 3) Promotion and Product quality has a significant positive effect on purchasing decisions for Toraja Woven Fabric in Samarinda. The Toraja woven cloth sold by Mrs. M. Yani Kapuangan promotes her products effectively and the products offered are of

good quality so the hypothesis is accepted.