PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PELANGGAN CV SAGUNG SETO CABANG DHARMAHUSADA SURABAYA)

Abstract

This research aimed to examine and analyze the effect of product quality, price, and promotion on purchasing decisions. The population was consumers who had bought and used the product at CV Sagung Seto Cabang Dharmahusada Surabaya.The research was quantitative. Moreover, the data were primary. The data collection technique used purposive sampling, in which either men or women became the respondent. In line with that, there were 100 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 25. The result of the proper model test showed that all variables (product quality, price, promotion) were positive and significant. It could be seen from the significance value of the F-test, i.e. 0.000< α 0.05. This meant the model was properly used. Additionally, the t-test concluded that product quality, price, and promotion have a positive and significant effect on purchasing decisions at CV Sagung Seto Cabang Dharmahusada.