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All Journal PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Cahyani, Nurul Dita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Factors Behind Consumer Purchases: The Influence of Price, Product Quality, and Promotion at Master Acc Store Pekanbaru Suryadi, Nanda; Kusdiana, Yayu; Yusnelly, Arie; Cahyani, Nurul Dita
International Conference on Business Management and Accounting Vol 4 No 1 (2025): Proceeding of International Conference on Business Management and Accounting
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v4i1.5294

Abstract

This study aims to examine the effect of price, product quality, and promotion on purchase decisions at Master Store Acc Pekanbaru, with a sample of 64 respondents. Data were analyzed using multiple linear regression, hypothesis testing, and the coefficient of determination via SPSS 25.The results indicate that price and promotion have a partial effect on purchase decisions, while product quality does not. Simultaneously, all three variables significantly influence purchase decisions, with an Adjusted R Square of 0.734, meaning that 73.4% of purchase decision variation can be explained by these variables.
Co-Authors Arie Yusnelly Kusdiana, Yayu Suryadi, Nanda