PENGARUH DESAIN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DISTRO ELECTRA DIAMOND

Abstract

This research aims to determine the influence of product design and promotion on purchasing decisions for electra diamond distro products in the city of Mataram. The population in this study are people who know about electra diamond products in the city of Mataram. The sample used was 70 respondents. The sampling technique used in this research was purposive sampling.
This type of research is quantitative research with an associative approach. Data is collected through an online survey and then analyzed using multiple linear regression analysis using the SPSS version 29 application. Where validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t test and R test are carried out. square. The results of this research show that (1) Product design has a significant influence on purchasing decisions. This can be seen from Tcount (2.657)>Ttable (1.666) with a significance value of <5% (0.004<0.05). (2) Promotion has a significant effect on purchasing decisions, this can be seen from Tcount (6.228 > Ttable (1.666) with a significance value < 5% (0.001 < 0.05).
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