PENGARUH PROMOSI DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aims to find out how much influence promotion and product diversity partially or simultaneously have on purchasing decisions. The type of research used in this research is quantitative research using a Likert scale and questionnaire data which is tested using statistical tests with SPSS version 18. The tests used in this research are validity, reliability, classical assumption test, correlation test, coefficient of determination test, regression , Hypothesis test. The object of this research is consumers with primary data and simple random sampling techniques, the sample used was 171 respondents. The results of the simultaneous regression test obtained the equation Y = 6.809 + 0.249 X1 + 0.723 X2. A constant of 6.809 means that there is a significant relationship between promotion and product diversity on purchasing decisions. The results of the simultaneous correlation test are 0.835, meaning that the promotion and product diversity variables on purchasing decisions are in the interval 0.80 – 0.100, there is a very strong relationship between these three variables. The results of the simultaneous coefficient of determination test were 0.698, meaning that promotion and product diversity contributed 69.8% to purchasing decisions, while 30.2% was influenced by other variables. The results of the hypothesis test for promotional variables and product diversity on purchasing decisions simultaneously through the Fcount test are 193.809 Ftable 3.05 with a significance of 0.000, so Ho is rejected and Ha is accepted so it can be concluded that there is a significant influence.