ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY AND PROMOTION ON HERBALIFE NUTRITION PURCHASE DECISIONS IN BATAM

Abstract

This research was conducted to explore the impact of analyzing the influence of product quality and promotion on purchasing decisions for Herbalife Nutrition in Batam. The research method used is a combination of descriptive to describe the phenomena observed in detail and a quantitative approach to measure the influence of these variables empirically. The population that is the focus of the research consists of consumers who actively use Herbalife Nutrition in Batam in 2024. In determining the sample, the Lameshow formula was used to determine the number of representative respondents, namely 100 respondents selected randomly through purposive sampling. The data analysis process includes several stages, including data quality testing to ensure dataset integrity, classical assumption testing to check the suitability of the regression model, as well as influence testing and hypothesis testing to test the significance of the influence of each variable on purchasing decisions . The results of multiple linear regression analysis show that product quality has a contribution of 16.6% to variability in purchasing decisions, while promotions contribute 43.1% to purchasing decisions. The coefficient of determination (R²) of 75.2% indicates that the combination of product quality and promotion together explains significant variation in purchasing decisions. Furthermore, the results of the t test and F test confirm that product quality and promotion have a positive and significant influence on purchasing decisions, both when tested partially and simultaneously.