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All Journal Madani: Multidisciplinary Scientific Journal
Yoanda, Marsella
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Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian KFC di Kota Palembang Yoanda, Marsella
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 1 (2025): February
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

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Abstract

This study aims to explore how promotion and product quality influence purchasing decisions at KFC in Palembang City. The main focus of this study is to analyze the role of promotion and product quality in influencing consumer purchasing decisions and to determine the contribution of each to the decision. This study uses a questionnaire distribution method to 91 respondents with a purposive sampling technique. The data obtained were analyzed using SPSS. The findings of the study indicate that both promotion (X1) and product quality (X2) have a positive and significant influence on purchasing decisions at KFC in Palembang City.
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