PENGARUH PRODUK, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG SURABAYA

Abstract

Brand is very important in marketing product and services. The strength of a brand is marked by its
ability to maintain in a very difficult period. Communication is an importing thing and it is
considered to be able to help human life. One of communication instruments which have been used
currently is cellular phone or mobile phoneThe purpose of this research is to find out the influence of
product, promotion, and service quality to the purchasing decision. The research data has been
obtained from the questionnaires which have been filled in by 55 respondents who have purchased
Samsung mobile phone at WTC Surabaya. The multiple linear has been used as the data analysis
technique in this research. It has been found from the result of t-test that product variable (pro1) has
tcount 4.494 with its significance 0.000; promotion variable (prom2) has tcount 3.036 with its
significance 0.004; service quality variable (pel3) has tcount 1.106 with its significance 0.274. Therefore,
it can be concluded that product (pro1) and promotion (prom2) has significant influence to the
purchasing decision whereas service quality (pel3) does not have any significant influence to the
purchasing decision. So, the significant truth of the hypothesis has been proven.
Keywords: Product, Promotion, Service Quality, and Purchasing Decision