PENGARUH HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI GRAND CITY SURABAYA

Abstract

This research aimed to find out the effect of price, brand image and promotion on the purchasing decision of Erigo product at Grand City Surabaya. The population was consumers of Erigo who had ever bought the products at Grand City Surabaya and use them; with large number of respondents and infinite. Furthermore, the data collection technique used purposive sampling, in which the sample was based on the criteria given. In line with that, there were 100 respondents as the sample. Moreover, the research was causal-comparative. Additionally, the data source was primary. The data analysis technique used multiple linear regressions analysis with SPSS (Statistical Product and Service Solution). Based on the hypothesis (t test), three independent variable which were price, brand image, and promotion had a positive and significant effect on the purchasing decision of Erigo product at Grand City Surabaya. In addition, from the coefficient determination result (R square) which was 0.616 or 61.6%; it showed that the purchasing decision variables that were referred to namely price, brand image, and promotion had 61.6%. While the rest of 38.4% that were referred to other variable excluded as the research model.