PENGARUH HARGA, KUALITAS PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SUSU ZEE

Abstract

This research aimed ti find out and analyze the effect of price, product quality and trust on consumers’ buying decision. While, the population was customers of Barata Pasaraya, Surabaya. Moreover, the data collection technique used purposive sampling. In line with, there were 100 respondents of men and women as sample. In addition, the data analysis technique used multiple regression. The research result, from classical assumption test, concluded the research had fulfilled the criteria. Meanwhile, the proper test model concluded the effect pf three variabels were significant with its value of 0,000 < α 0,05. Furthermore, price, product quality, and trust had significant effect, partially, on the customers’ buying decision of milk product of Zee.
Keywords: buying decision, trust, product quality, price