Putra, Arif Fadillah (2025) Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Beton Pada PT. Lutvindo Wijaya Perkasa Dengan Minat Beli Sebagai Variabel Mediasi. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to determine and analyze the influence of promotions on purchasing decisions, the influence of product quality on purchasing decisions, the influence of consumer purchasing interest on purchasing decisions, the influence of promotions on purchasing decisions with consumer purchasing interest as a moderating variable, the influence of product quality on purchasing decisions with consumer purchasing interest as a moderating variable on Concrete at PT. Lutvindo Wijaya Perkasa. This study was conducted using a quantitative descriptive method using primary data and secondary data obtained through interviews and research questionnaires. The population in this study is the number of customers of PT. Lutvindo Wijaya Perkasa as many as 130 customers. Data analysis that will be carried out to test this study is the Partial Least Square (PLS) method. The PLS method was chosen based on previous research and considered that in this study there are two latent variables with formative indicators. The results of this study can be concluded that Promotion has a positive and significant influence on purchasing decisions, Service quality is also proven to have a positive and significant influence on purchasing decisions, Promotion has a positive and significant influence on purchasing interest. This shows that effective promotions not only encourage direct purchases, but also increase consumer interest in the products or services offered, Service quality has a positive and significant influence on purchasing interest, where good service will foster consumer interest in continuing to use concrete products, Purchase interest has a positive and significant influence on purchasing decisions. This means that the higher the consumer's purchasing interest, the greater the likelihood of the consumer making a decision to make a purchase.

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