Product Quality, Price Discounts, and Sales Promotion on Purchase Decisions for Clay Roof Tiles

Purpose: This study examines the partial and simultaneous effects of product quality, price discounts, and sales promotions on the purchase decisions for Genteng Mantili clay roof tiles.

Research Methodology: A quantitative survey design was used. Data were collected from 60 consumers using random sampling based on Slovin’s formula from an estimated population of 150. A structured Likert-scale questionnaire (1–5) was administered and analyzed using multiple linear regression, preceded by normality and linearity assumption diagnostics using IBM SPSS Statistics version 25.

Results: The results show that leadership style significantly affects employee performance. Work environment and work discipline also significantly affect leadership style. In addition, leadership style mediates the effects of work environment and work discipline on employee performance.

Conclusions: Product quality, price discounts, and sales promotion are powerful and complementary determinants of purchase decisions in the rural clay tile market. These findings offer actionable strategic guidance for small-scale building material producers seeking to sustain their competitive advantage through integrated marketing mix management.

Limitations: This study is limited to a single clay roof tile enterprise in Central Lampung and only examines product quality, price discounts, and sales promotion as predictors of purchase decisions.

Contributions: This study contributes to marketing literature by providing empirical evidence from the rural Indonesian building materials sector and highlighting the integrated role of product quality, price discounts, and sales promotion in influencing purchase decisions among clay roof tile consumers.