PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK LEMONILO

Abstract

This research aimed to find out the effect of product quality. Proce, and promostion on the purchase decision of
lemonilo, instant noodle. The research population used the active students of the School of Economics (STIESIA)
Surabaya who had ever purchased and consumed the Lemonilo, instant noodle. This research was quantitative.
Moreover, the data type used primary and secondary data. Furthermore, the research sample collection technique
used non-probability sampling. Additionally, the research analysis technique used multiple liniear regressions
analysis with the SPSS software (Statistical Product and Service Solution) 22.0 version. Additionally, the instru-
ment examination used a validity and reliability test. The research result obtained that product quality had a
positive and significant effect on the purchase decisions of Lemonilo, instant noodle. On the other hand, the price
had a negative and significant effect on the purchase decisions of Lemonilo, instant noodle. In contrast, promotion
had a positive and significant effect on the purchase decision of Lemonilo, instant noodle.