PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OLI MOBIL SHELL HELIX DI BATAM

Abstract

This study aims to analyze the effect of product quality, brand image, and promotion on purchasing decisions of Shell Helix car oil in Batam City using a quantitative approach. The research data were collected through the distribution of questionnaires to 100 respondents who are consumers of Shell Helix car oil in Batam, using purposive sampling with the criteria that respondents are over 17 years old and have used the product. The research instrument employed a Likert scale and was tested for validity and reliability to ensure the consistency and appropriateness of the measurement tool. Data analysis was conducted using SPSS software, including classical assumption tests, multiple linear regression analysis, t-tests to examine partial effects, and F-tests to examine simultaneous effects. The results indicate that product quality, brand image, and promotion each have a positive and significant effect on purchasing decisions of Shell Helix car oil in Batam, and simultaneously these three variables also have a significant influence on purchasing decisions, indicating that consumer purchasing decisions are determined by a combination of good product quality, a strong brand image, and effective promotional strategies.