Pengaruh Kualitas Produk dan Promosi Terhadap Minat Pembelian Mie Sedaap pada Masyarakat Kelurahan Medan Satria Bekasi (Periode April 2026)

Abstract

This study aims to analyze the effect of product quality and promotion on the purchase intention of Mie Sedaap among residents of Medan Satria Urban Village, Bekasi, during April 2026, both partially and simultaneously. This research employed a quantitative associative approach with a survey method. The sample consisted of 100 respondents selected using purposive sampling based on the Lemeshow formula. Data were collected through a five-point Likert questionnaire and analyzed using IBM SPSS Statistics 25 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results show that product quality has a positive and significant effect on purchase intention, with a t-value of 8.565 and significance of 0.000. Promotion also has a positive and significant effect, with a t-value of 4.687 and significance of 0.000. Simultaneously, product quality and promotion significantly affect purchase intention, with an F-value of 593.415 and significance of 0.000. The R Square value of 0.924 indicates that the two independent variables explain 92.4% of the variation in purchase intention, while 7.6% is explained by other factors outside the model.