Promotion and Product Quality’s Effects on Purchase Decisions at Shunda Ceiling Cirebon

In this very competitive era, the PVC ceiling business is a business that is still developing in the city of Cirebon. The quality of the commodity is a consideration for consumers. Therefore, it is important for businesses to provide good commodity quality with a variety of color choices that can be adjusted depending on the level of commodity targeting. At Shunda Plafon Cirebon, we want to know how much of an impact promotions and product quality have on customers' choices to buy. Quantitative approaches combining descriptive and causal analysis were used in this investigation. Customers of Shunda Plafon Cirebon who purchased ceilings made up the study's population. A total of ninety-six participants were polled using a saturation sampling method. Multiple linear regression, classical assumption testing, and descriptive analysis were the tools utilized to examine the data in this research. Multiple linear regression research at Shunda Plafon Cirebon found that product quality and advertising both contributed to higher Plafon sales. Among the factors that impact consumers' choices to buy, 61.7% are related to product quality and promotions, while 38.3% are accounted for by factors beyond the scope of this research. We can say that at Shunda Plafon Cirebon, customers are influenced by both the quality of the products and the promotions that are running. So, it is better for the company. The researcher suggests that for the durability of the ceiling, the company should continue to improve the quality of the ceiling product, both in terms of materials and quality, so that consumers are satisfied and can increase ceiling sales and so that the condition of the ceiling quality is in a decent and good condition so that it can be used for a long time and suggests that the price should be considered by the company in determining the price so that it can be accepted by all groups