The The Influence Of Consumer Purchase Intention On Purchase Decisions With Testimonials Promotion As Moderating Variable Of Product PT. Mahkota Sukses Indonesia (Msi) In Bengkalis City

Abstract

This study aims to determine how much influence purchase intention has on consumer purchasing decisions with testimonial Promotion (as a moderating variable) in Bengkalis City partially and simultaneously. This study uses a quantitative method using a non-probability sampling method with Snowball sampling. The data collection technique was carried out using a questionnaire with a sample of 100 respondents. Data analysis used was descriptive analysis, classical assumptions, Moderated Regression Analysis, T Test, F Test and Coefficient of Determination. The results of this study indicate that: (1) There is a positive and significant influence between purchase intention on purchasing decisions with an R Square value of 0.779 or 77.9% which states that the Purchase Intention variable affects purchasing decisions and has a t table value of 8,273 with a sig value of 0.000. (2) There is no positive or significant effect between testimonial promotion and purchase intention on purchase decisions with the parameter coefficient value of - 0.039 with a significance level of 0.007 > 0.05.