Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian di Kopi Nako Ciracas Jakarta Timur

Abstract

The rapid growth of the coffee shop industry in Indonesia has led to increasingly intense business competition. This condition encourages business operators to implement effective promotional strategies and maintain product quality in order to attract consumers and influence purchasing decisions. This study aims to examine the effect of promotion and product quality on consumers’ purchasing decisions at Kopi Nako Ciracas, East Jakarta. This research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 90 respondents who were consumers of Kopi Nako Ciracas. The data were analyzed using the t-test, F-test, multiple linear regression analysis, and coefficient of determination test. The results show that promotion has a positive and significant partial effect on purchasing decisions. Product quality also has a positive and significant effect on purchasing decisions. Furthermore, promotion and product quality simultaneously have a significant effect on consumers’ purchasing decisions. The findings of this study are expected to serve as a reference for Kopi Nako Ciracas in improving the effectiveness of promotional activities and maintaining product quality to increase consumer purchasing decisions.