PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada UMKM Produsen Tas Wanita UD. ALIF)

Abstract

The development of UMKM will be increasingly developing indeed, because of the support of the community and government. Therefore, this research aimed to find out the effect of price, product quality, and sales promotion on purchasing decisions in Micro, Small, and Medium Enterprises (UMKM). The research was quantitative. Furthermore, the population was 221 people. Moreover, the instrument in the sampling technique used the Slovin formula. In line with that, there were 68 respondents as the sample. Additionally, the data collection technique used simple random sampling with questionnaires. The questionnaires were distributed to the respondents online. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) program. Based on the research result, it concluded that price had an insignificant effect on the purchasing decisions in UMKM. On the other hand, both product quality and sales promotion had a positive and significant effect on the purchasing decisions in UKMKM