PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BATIK PADA CV. ARLIN DI DESA TEMPEH KIDUL KABUPATEN LUMAJANG

  • Mohamad Samsudin Umar Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Nawangsih Nawangsih Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Fauzan Muttaqien Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
Keywords: Product Quality, Promotion, Purchase Decision

Abstract

Development of batik has increased in terms of production and also in terms of marketing. The more modern models of various batik, giving the choice to the consumers to choose products batik as desired. products batik quality becomes important to batik to maintain the viability of the business is run. One of them was the CV ARLIN home business which was created on the basis of wanting to preserve the culture and incorporate typical city of Malang. With a theoretical study based on empirical grounding and linear multiple regression methods are used as analytical tools to test the hypothesis in this study. The size of the sample used in this research was obtained for Probability Sampling techniques using Simple Random Sampling the number of samples taken 30 respondent. On the research of this partially discovered the existence of significant effects of the negative factors in the quality of products and the promotion of berpangruh significantly to the purchasing decision of batik on CV. ARLIN. Simultaneous product quality and promotion has a significant influence on the buying decision against batik CV. ARLIN. And multiple linear regression analysis results were obtained the equations Y = 0.458 12.715 +-x 1 + X 2 1.009. Results of testing the coefficient of determination (R square) 50.0% indicates that the purchasing decisions of batik CV. ARLIN influenced factors of quality Ptoduk (X 1) and promotion (X 2) while the 50.0% of the purchase decisions of batik CV. ARLIN is affected by other factors that do not researched, sehimgga to know the increase of consumers ' purchasing decisions against products batik CV. ARLIN variables need to be developed by other researchers

Published
2019-03-04
Section
Articles