PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI SURABAYA (STUDI KASUS PADA ERIGO DI MALL DELTA PLAZA SURABAYA)

Abstract

This research aimed to find out how the effect product quality, price and promotion on the consumers’ purchasing decision of Erigo’s product in Surabaya. The research was quantitative. Moreover, the population was customers who had purchased the Erigos’ products in Surabaya. Furthermore, the data were primary. The data collection technique used a purposive sampling technique, in which the sample was based on criteria given. However, as the population was unlimited, the Lemeshow formula was used. The instrument in the data collection technique used questionnaires. The questionnaires were distributed to 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 25 version. The result showed that product quality had a positive and significant effect on the consumers’ purchasing decision of Erigo’s brand in Surabaya. Likewise, price had a p o s i t i v e a n d significant effect on the consumers’ purchasing decision of Erigo’s brand in Surabaya. Similarly, the promotion had a p o s i t i v e a n d significant effect on the purchasing decision of the Erigo product in Surabaya.