Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Sepatu Safety Shoes PT. Forta Larese Jakarta
DOI:
https://doi.org/10.61492/baashima.v4i2.603Keywords:
Product quality, price, promotion, purchasing decisionAbstract
This study aims to analyzes the impact of product quality, price, and promotion on safety shoe purchasing decisions at PT. Forta Larese. Employing a survey method, the study involved 93 individual customers. The analysis reveals that all three variables have a positive and significant effect—both individually and simultaneously—on purchasing decisions, accounting for 51.6% of the variance. These findings indicate that enhancing product quality, setting competitive prices, and implementing effective promotional strategies can strengthen consumer purchasing decisions. The company is advised to reinforce quality control, innovate in line with market trends, maintain production cost efficiency, and develop attractive promotions such as repeat-purchase coupons. Displaying the Indonesian National Standard (SNI) label is also crucial for boosting consumer confidence in the quality of the safety shoes offered.
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