The Influence of Promotion Strategy, Product Quality, and Price on Consumer Purchase Decisions Amidst Competition in the Fast Food Industry in Pekanbaru

Abstract

This study aims to analyze the influence of promotional strategies, product quality, and price on consumer purchasing decisions amid the intense competition of the fast-food industry in Pekanbaru City. The research seeks to identify the dominant marketing factors shaping consumer decision-making in a highly competitive urban market. This study employed a quantitative approach with an explanatory research design. Data were collected through a structured questionnaire distributed to 110 fast-food consumers in Pekanbaru City using an accidental sampling technique. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests, with SPSS as the statistical analysis tool. The results indicate that promotional strategies, product quality, and price have a positive and significant effect on consumer purchasing decisions, both partially and simultaneously. Product quality emerged as the most influential factor, followed by promotional strategies and price. The model demonstrates strong explanatory power, indicating that marketing mix variables play a crucial role in shaping purchasing decisions in the fast-food industry. This study contributes theoretically by reinforcing consumer behavior and perceived value theories within the context of fast-food industry competition in a developing urban area. Practically, the findings provide managerial insights for fast-food businesses to design integrated marketing strategies that emphasize consistent product quality, effective promotion, and competitive pricing to enhance consumer purchasing decisions.