PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UD TAPE 31 BONDOWOSO

Abstract

This research aimed to examine the effect of price, promotion, and product quality on buying decisions at UD. Tape 31 Bondowoso. The research was quantitative with the survey as its design. Furthermore, the population was unlimited or infinite, in which all consumers who had ever come and bought at UD. Tape 31 Bondowoso. As its formula in data collection technique used lamesshow, there were 100 respondents as a sample. Moreover, the data collection technique used non-probability sampling. While, the sampling technique used accidental sampling, in which the sample was taken accidentally or spontaneously. This meant that every consumer who met accidentally with the research was the sample. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 25. The research result concluded that price had a significant effect on buying decisions. Likewise, the promotion had a significant effect on buying decisions. Similarly, product quality had a significant effect on buying decisions at UD. Tape 31 Bondowoso.