PENGARUH PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada CV. Almizan Kota Juang Kabupaten Bireuen - Aceh)

Cut Nurilam Sari (Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Almuslim, Bireuen, Aceh)
Afriana Afriana (Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Almuslim, Bireuen, Aceh)
Musrizal Musrizal (EKP Fakultas Ekonomi Universitas Almuslim - Bireuen)

Indomera : Jurnal Magister Manajemen
Vol 7 No 14 (2026): indOmera, September 2026

Amidst market penetration by multinational companies, local producers are required to optimize their marketing mix. Product and promotional factors are important elements in consumer purchasing decisions. This research is a case study at CV. Almizan in Bireuen Regency. Data were collected through questionnaires to 80 customers as respondents with a purposive sampling technique. Data analysis was carried out by multiple linear regression using SPSS software. The results of the partial test indicate that the product has a significant influence on purchasing decisions. Similarly, promotion has a significant influence on purchasing decisions. Simultaneously, the product and promotion have a very strong influence on purchasing decisions with a coefficient of determination of 96.7%, indicating that the combination of product quality that suits local tastes and an aggressive promotional strategy is the key to CV. Almizan's success in maintaining consumer loyalty and market competitiveness.