Pulungan, M. Ilham Khusaini (2026) Pengaruh Karakteristik Produk dan Promosi Terhadap Keputusan Pembelian Pada Usaha Dkriuk Fried Chicken Di Kelurahan Air Dingin Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Competition in business is a condition in which business actors strive to achieve the same objectives within a particular field of business. This study aims to analyze: (1) the characteristics of consumers, entrepreneurs, and the business profile of D’Kriuk Fried Chicken in Air Dingin Subdistrict, Pekanbaru City; (2) the product characteristics and promotional strategies applied; (3) the effect of product characteristics and promotion on consumers’ purchasing decisions; and (4) the marketing strategies of D’Kriuk Fried Chicken. This research employed a survey method with an accidental sampling technique. The data consisted of primary and secondary data, which were analyzed using qualitative descriptive analysis and logistic regression. The results show that: (1) consumers of D’Kriuk Fried Chicken are predominantly young adults, male, with senior high school education or equivalent, mostly students, having relatively low income, and a small number of family dependents. The business owner, Mr. Tatang Jaenudin, is a 58-year-old male with a bachelor’s degree, two family dependents, and a monthly business income of approximately IDR 8,000,000. The business operates under a franchise system with an initial capital of IDR 13,000,000, employs family labor, and uses simple production equipment, classifying it as a micro-scale MSME. (2) Consumer evaluations indicate that product characteristics are categorized as very good, while promotional activities are categorized as good. (3) The results of the logistic regression analysis indicate that product characteristics and promotion have a significant effect on purchasing decisions, both simultaneously and partially, and the model is deemed suitable for use. The odds ratio shows that product characteristics increase the likelihood of repeat purchases by 36.050 times, while promotion increases the likelihood by 55.148 times. Based on these findings, (4) the recommended marketing strategies include improving product quality, strengthening brand identity, and optimizing promotional activities to encourage consumer purchasing decisions.

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