PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK TRISIA COSMETICS DI SURABAYA

Abstract

This research aims to examine and analyze the importance of the influence of variable product quality, prices, and promotions on purchasing decision of Trisia Cosmetics products in Surabaya. The importance of purchasing decisions is the center of attention of every company to compete in the field of cosmetics, the company is required to always make changes to meet the wants and needs of the market so as to accelerate the occurrence of purchasing decisions. The method of collecting data through questionnaires filled out by consumers with a research population of 100 who are preferred are those who buy and use Trisia Cosmetics products in Surabaya. This study uses multiple regression analysis techniques using purposive sampling and using SPSS tools. The results obtained are product quality and promotion have a positive and significant effect on purchasing decisions because the significance value is smaller than 0.05 which is 0,000. While the price has no significant effect on purchasing decisions because the significance value is greater than 0.05, which is 0.222. The R square value is 0.614, indicating that the variables of product quality, price and promotion together contribute 61.4%.
Keywords: Product quality, price, promotion, buying decision.