KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SPAREPART DI SAT MOTORSHOP SURABAYA

Abstract

Buying decision is a step where consumers have decided their choices and bought a product. The decision was made by the consument as they were aware of their needs and wants. After they had known, they would look some information about the product to buy. The aim of this research was to find out the effect of product quality, price, promotion on buying decision at Sat Motorshop. The population was consumers who buy sparepart and variation at Sat Motorshop. While, the sampling collection tecnique used accident sampling, as only individual or group were chosen to become respondent. Mereover there were 100 respondents. The research data were taken from questionnaires. For the data analysis technique, it used multiple regression linier. In addition, the analysis result concluded that product quality, price, and promotion had positive significant on buying decision. In other words, product quality, price, and promotion really influenced thr buying decision at Sat Motorshop.

Keywords: Product Quality, Price, Promotion, Buying Decision