The Influence of Promotion Strategy and Product Quality on Interest in Renting New Products "Genset Synchronize" PT. Arthur Teknik in the Event Industry in Jakarta

Abstract

This study aimed to analyze the effects of promotion strategy and product quality on interest in renting the new Genset Synchronize products of PT Arthur Teknik in the event industry in Jakarta. The research problem arose from the condition that Genset Synchronize products offer automatic synchronization technology, scalable capacity combinations, and operational characteristics suitable for event requirements; however, market interest in these products remained suboptimal. This study employed a quantitative approach with a descriptive-explanatory research design. Data were collected through a 5-point Likert scale questionnaire from 100 respondents in the event industry in Jakarta. The sampling technique used was saturated sampling. Data analysis was conducted using correlation analysis, simple linear regression, multiple linear regression, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS 31. The results showed that promotion strategy had a positive and significant effect on rental interest (B = 0.310; t = 8.033211; p < 0.001), while product quality also had a positive and significant effect (B = 0.424; t = 8.481390; p < 0.001). Simultaneously, both variables significantly affected rental interest (F = 81.771888; p < 0.001), with an Adjusted R² value of 0.620025. This finding indicated that the model explained approximately 62.00% of the variance in rental interest. Product quality demonstrated a slightly larger regression coefficient than promotion strategy. These findings suggest that PT Arthur Teknik should implement an integrated marketing strategy by strengthening market awareness through promotion while maintaining and improving the technical quality of Genset Synchronize products.