PENGARUH PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KARITA MUSLIM SQUARE

Abstract

The rise of Muslim fashion trends, triggering business people to compete to meet the needs and desires of consumers. The purpose of this research is to determine the influence of the product, price and promotion of purchasing decisions at Karita Muslim Square in Surabaya. Population in this research is consumer of Karita Muslim Square in Surabaya. Data source that been used is primary data. The sampling technique used incidental sampling with the number of samples counted as many as 98 respondents. The classical assumption test that been used meets the specified criteria; model feasibility tests shows that this model is feasible to use; t test and regression show that product and price have positive and significant influence to purchasing decision, while promotion has negative and insignificant influence to purchasing decision at Karita Muslim Square in Surabaya. Karita Muslim Square is expected to pay attention to products and prices as it may influenced purchasing decisions. For subsequent researchers to add other variables that have not been included in this research to identify other factors that influence purchasing decisions.
Keywords: product, price, promotion and purchase decision