THE INFLUENCE OF PROMOTION, BRAND TRUST AND PRODUCT QUALITY ON THE DECISION TO PURCHASE DNY OFFICIAL SHOES IN BATAM CITY

Abstract

The aim of this research is to understand the influence of promotions, brand trust and product quality on purchasing decisions for DNY ​​Official shoes in Batam City. This research is descriptive in nature and uses a quantitative approach to collect and analyze data. The population of DNY Official shoe users in Batam City in 2024 cannot be determined with certainty. Therefore, to determine a representative sample size, the Lameshow formula was used, resulting in a total of 100 respondents selected through the purposive sampling method. In this research, various tests were carried out, including data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of multiple linear regression analysis show that promotions have a contribution of 22.5% to purchasing decisions. Brand trust has an influence with a contribution of 22.8% to purchasing decisions. Product quality contributes 41.0% to purchasing decisions. Analysis of the coefficient of determination (R²) shows that overall, the variance in purchasing decisions can be explained by promotion, brand trust and product quality with a total contribution of 69.4%. The results of the t test and F test show that promotion, brand trust and product quality have a positive and significant influence both partially and jointly on purchasing decisions.