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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Strategic Economy & Management Journal (StratEcono)
Ronaldi, Irvan
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Studi Empiris pada Pengguna Tokopedia Ronaldi, Irvan; Fajri, Ahmad; Moulida, Dhelia Rahma; Anreani, Neni; Daryati, Daryati; Yulianto, Yulianto
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 1 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i1.1010

Abstract

The purpose of this study is to examine and demonstrate how product quality and promotions affect purchasing decisions on Tokopedia. The population of this study consists of students from the Management Study Program at the Faculty of Economics and Business, Universitas Pamulang. A total of 60 respondents were used as samples in this study. The research methodology employed is purposive sampling combined with nonprobability sampling. The results of the study show a relationship between the dependent variable, purchasing decisions, and the independent variables, product quality and promotions. The T-test, based on partial testing, indicates that product quality significantly and positively influences purchasing decisions. Additionally, the promotion variable also shows that promotions significantly and positively influence consumer purchasing decisions. It can be concluded that factors related to product quality and promotions have a significant and positive effect on purchasing decisions. Product quality and promotions explain 43.8% of the Coefficient of Determination (Adjusted R Square) value of 0.438, which explains purchasing decisions, while other factors not included in this study account for the remaining 56.2%.
PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA WALO TEMPE DI PASAR KEBON BESAR KOTA TANGERANG Ronaldi, Irvan; Aprilliani, Siti
Strategic Economy & Management Journal Vol 1 No 3 (2026): Edisi April 2026
Publisher : Ruya Akbar Dunia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64705/semj.v1i3.30

Abstract

Penelitian ini bertujuan menganalisis pengaruh kualitas produk, kualitas pelayanan, dan word of mouth terhadap keputusan pembelian konsumen Walo Tempe di Pasar Kebon Besar, Kota Tangerang, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan populasi sebanyak 30.214 konsumen. Penentuan sampel dilakukan menggunakan rumus Slovin sehingga diperoleh 100 responden. Teknik pengumpulan data meliputi observasi dan penyebaran kuesioner. Analisis data dilakukan melalui analisis deskriptif dan analisis kuantitatif yang mencakup regresi linear berganda, koefisien korelasi, uji hipotesis, serta koefisien determinasi. Hasil analisis korelasi menunjukkan bahwa secara parsial kualitas produk, kualitas pelayanan, dan word of mouth memiliki hubungan pada tingkat sedang terhadap keputusan pembelian, sedangkan secara simultan ketiga variabel tersebut memiliki hubungan yang sangat kuat. Hasil regresi linear berganda menghasilkan persamaan Y = 2,279 + 0,308X1 + 0,332X2 + 0,324X3. Uji hipotesis dan koefisien determinasi menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 24,7%, kualitas pelayanan berpengaruh signifikan dengan kontribusi sebesar 34,8%, serta word of mouth berpengaruh signifikan dengan kontribusi sebesar 17,4%. Secara simultan, kualitas produk, kualitas pelayanan, dan word of mouth berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 73,8%, sedangkan sebesar 26,2% dipengaruhi oleh variabel lain di luar penelitian ini. Simpulan penelitian menunjukkan bahwa ketiga variabel independen terbukti berperan penting dalam membentuk keputusan pembelian konsumen Walo Tempe di Pasar Kebon Besar, Kota Tangerang.
Co-Authors Ahmad Fajri Anreani, Neni Aprilliani, Siti Daryati, Daryati Moulida, Dhelia Rahma Yulianto Yulianto