Analisis Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Konsumen Pada "Filosofi Sambal" Duri (Studi kasus pada masyarakat Duri)

This study aims to determine the effect of product quality and promotion on purchasing decisions at “Filosofi Sambal” Duri. The type of research used is associative. The type population in this study is the people of Duri city. The sampling technique ins this study in Non Probability, with a sample of 100 respondents. The data analysis method use descriptive analysis method and multiple linear regression analysis. The results of the study indicate that the effect quality is possitive on purchasing decisions at “Filosofi Sambal” Duri with a tcount value > ttabel of 2,084. The effect of positive promotion on purchasing decisions at “Filosofi Sambal” Duri with a tcount value > ttabel of 4,661. The effect of product quality and promotion positive simultaneously on purchasing decisions at “Filosofi Sambal” Duri with fcount value > ftable of 33,699 > 3.089. the contribution in this sudy is that the results of this study are expected be use as a basis of consideration, support of ideas to business owners in order to increase income and develop their business in future.