Lestari, Delviani (2025) Pengaruh Kualitas Produk, Harga, Tempat dan Promosi Terhadap Keputusan Pembelian Kurma : Studi Pada Toko Umar Kurma Jalan Suka Karya Panam, Kota Pekanbaru Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study discussed the influence of product quality, price, place, and promotion on purchase decisions for dates, with Umar Kurma Store on Suka Karya Street, Panam, Pekanbaru City, Riau as the research setting. This research employed a multiple linear regression analysis method using 96 respondents who were consumers shopping at Umar Kurma Store. The data sources consisted of primary and secondary data. The sampling method used accidental sampling, and the data collection technique used a questionnaire. This study was categorized as field research with a quantitative approach. The data were analyzed using SPSS version 31.0. The findings indicated that place had a positive and significant effect, while product, price, and promotion did not have a significant effect on purchase decisions at Umar Kurma Store. Therefore, it was concluded that H0 was accepted and Ha was rejected. The correlation coefficient between the independent variables and the dependent variable showed an R value of 48%, indicating a moderately strong relationship between marketing mix variables and purchase decisions (Y). Meanwhile, the coefficient of determination (adjusted R square) was 0.197, meaning that the independent variables contributed 19.7% to the dependent variable, which was considered relatively low, while the remaining 80.3% was influenced by other variables not included in this study.

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