Effect of Promotion and Product Quality on Low Cholesterol (LCh) Egg Purchase Decision Consumers of PT. Mabar Feed Indonesia

Abstract

The purpose of this study was to examine the effect of promotion and product quality on consumer purchasing decisions for low cholesterol eggs (LCH) at PT. Mabar Feed Indonesia Medan. The problems that arise are promotional activities, and product returns which have increased every month for the last six months causing the company's sales do not to meet the target, this case motivated researchers to research the effect of promotion and product quality on purchasing decisions for low cholesterol eggs (LCH) at PT. Mabar Feed Indonesia. The samples taken amounted to 95 shops or customers of PT. Mabar Feed Indonesia. The sampling technique used was the purposive sampling method. The statistical method used to test the validity, reliability, and research hypotheses are multiple linear regression analysis. The results of this study indicate that partial testing of promotional variables and product quality has a significant effect on consumer purchasing decisions and simultaneous testing of independent variables of promotion and product quality has a significant effect on consumer purchasing decisions for low cholesterol eggs (LCH) at PT. Mabar Feed Indonesia, where promotion is the variable that most influences purchasing decisions. The purchasing decision variables can be explained by the promotion and product quality variables with an adjusted R square value of 0.782 or 78.2%.