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Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian KFC di Kota Palembang

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Marsella Yoanda(1Mail),
(1) Universitas Katolik Musi Charitas,

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Available online: 2025-01-10  |  Published : 2025-01-10
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Abstract


This study aims to explore how promotion and product quality influence purchasing decisions at KFC in Palembang City. The main focus of this study is to analyze the role of promotion and product quality in influencing consumer purchasing decisions and to determine the contribution of each to the decision. This study uses a questionnaire distribution method to 91 respondents with a purposive sampling technique. The data obtained were analyzed using SPSS. The findings of the study indicate that both promotion (X1) and product quality (X2) have a positive and significant influence on purchasing decisions at KFC in Palembang City.


Keywords


Promotion, Product Quality and Purchasing Decisions.

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