Pengaruh Kualitas Produk, Komunikasi Pemasaran dan Promosi Penjualan Terhadap Keputusan Pembelian Oli Castrol Di Kota Palembang

Yanto, Budi (2025) Pengaruh Kualitas Produk, Komunikasi Pemasaran dan Promosi Penjualan Terhadap Keputusan Pembelian Oli Castrol Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to examine the influence of product quality, marketing communications and sales promotions for Castrol motor oil on purchasing decisions in the city of Palembang. The population in this study are consumers who purchase Castrol oil. The purposive sampling method was used as a sampling technique, with consumers in the city of Palembang aged 17-60 years, totaling 200 consumers as the research sample. The data analysis technique applied is multiple linear regression analysis. The results of this research show that product quality and sales promotion variables influence the decision to purchase Castrol motor oil in the city of Palembang, while marketing communication variables do not influence the decision to purchase Castrol motor oil in the city of Palembang.

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