The Influence of Quality, Promotion and Price Perception to Consumer Purchase Candlenut Oil on at the Acelda Company in Baucau Minicipality, 2023

Timor Leste possesses significant natural potential that, if supported by adequate human resources, can drive economic independence. Economic development in this country can be strengthened by optimizing various sectors to enhance competitiveness in innovation and income generation. One of the key indicators of economic progress is the growth of Gross Domestic Product (GDP) and Gross National Product (GNP). This research aims to analyze the influence of product quality, promotion, and price on consumer purchasing decisions for candlenut oil at Acelda L. Da Company in Baucau Municipality. A quantitative research approach was employed using multiple linear regression analysis. Data were collected through Google Forms interviews with 278 respondents. The findings indicate that product quality, promotion, and price significantly influence consumer decisions both simultaneously and partially. The ANOVA test results show an F-value of 44.73, which exceeds the critical F-table value (10.128), confirming that these three factors play a crucial role in shaping purchasing behavior. This research contributes to a deeper understanding of consumer behavior in the candlenut oil industry and provides insights for businesses to enhance their marketing strategies and competitiveness in global markets.