Pengaruh Promosi, Harga, dan Kualitas Produk Terhadap Minat Beli Produk Bufet Ahmad Salim Jalan Dr Mansyur Medan

Abstract

This study aims to determine the influence of promotion, price, and product quality on consumers' purchase intention at Bufet Ahmad Salim. The research uses a quantitative approach with a population of 97 consumers at Bufet Ahmad Salim. The sampling technique applied was accidental sampling, and data were analyzed using multiple linear regression with the help of SPSS version 20. The results show that, partially, promotion, price, and product quality have a positive and significant influence on consumers' purchase intention at Bufet Ahmad Salim. Informative and communicative promotions were proven to attract consumers' attention, prices that align with perceived value encourage purchases, and good product quality fosters satisfaction and trust. Simultaneously, these three variables also have a significant effect on purchase intention, highlighting the importance of synergy among marketing elements in creating a positive perception and encouraging purchasing decisions. These research emphasize that a well-planned and integrated marketing mix is essential for increasing consumer purchase intention.