Fasri, M. Rifki (2026) Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen Pada Toko Harian dan Bumbu Rempah Haji Umang Kota Duri Kecamatan Mandau Kabupaten Bengkalis. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of price, product quality, and promotion on consumer purchasing decisions at Toko Harian dan Bumbu Rempah Haji Umang, Duri City, Mandau District, Bengkalis Regency. This research used a quantitative approach with 137 respondents and was analyzed using SEM PLS. The results show that price, product quality, and promotion have a positive and significant effect on purchasing decisions. Among these variables, product quality is the most dominant factor, followed by price and promotion. The adjusted R square value of 0.411 indicates that 41.1 percent of purchasing decisions can be explained by these three variables. This study concludes that consumer purchasing decisions are more strongly influenced by product quality and price, while promotion acts as a supporting factor.

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