Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian pada PT. Surya Indah Food Multirasa Jombang

Sadewa, Gilang Purnama
Santoso, Rohmad Prio

Horizon: Indonesian Journal of Multidisciplinary
Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary

This study aims to analyze the influence of product quality and promotion on consumer purchasing decisions at PT Surya Indah Food Multirasa Jombang. The study employs a quantitative approach with a survey design. The sample consists of 384 respondents selected using a non-probability sampling technique—specifically, accidental sampling. Data were collected via questionnaires and analyzed using multiple linear regression with the aid of IBM SPSS Statistics. Partial test results indicate that product quality has a positive and significant effect on purchasing decisions (t = 4.928; p < 0.001). Promotion also has a positive and significant effect on purchasing decisions (t = 24.454; p < 0.001). Simultaneously, product quality and promotion significantly influence purchasing decisions (F = 328.610; p < 0.001), with an Adjusted R² value of 63.1%. These results demonstrate that product quality and promotion are factors that play a role in explaining consumer purchasing decisions at PT Surya Indah Food Multirasa Jombang.