PENGARUH KUALITAS PRODUK, HARGA DAN STRATEGI PROMOSI TERHADAP MINAT BELI

Abstract

Product quality, price and promotion strategies are determinants of buying interest, and marketing performance is often seen from how the application of product quality, price and promotion strategies are implemented by a company so that visitors have an interest in buying products offered by the company. This study aims to determine and analyze the effect of product quality, price, and promotion strategies on buying interest in Persebaya Store products in Nginden Semolo, Surabaya. The research method uses quantitative methods. The population used in this study were Persebaya Store visitors in Nginden Semolo Surabaya City who had never purchased Persebaya Store products with a sample size of 98 respondents. Data collection techniques using questionnaires and sampling using incidental sampling. The data analysis technique used is multiple linear regression analysis with SPSS (Statistical Product and Service Solution). The results showed that product quality has a significant effect on buying interest, price has a significant effect on buying interest and promotional strategies have an effect on buying interest.
keywords: product quality, price, promotion strategy, purchase interest.