PENGARUH SP, KP DAN BI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI DBL STORE

Abstract

This research aimed to find out and analyze the sales promotion, product quality and brand image on product buying decision of DBL Store. While, buying decision is one of the business aims which affects its company operational. Besides, it is also affected by some factors, such as sales promotion, product quality and brand image. The research was quantitative. Moreover, the data collection technique used non-probability sampling, in which within the population, each elements had different opportunity to be chosesn as sample. The sampling itself used purposive sampling, with the respondents, man and woman who bought the product of DBL Store more than twice. Furthermore, the data analysis technique used multiple linear regression with SPSS 21. The research result concluded sales promotion, product quality and brand image had significant effect on buying decision. It meant, the higher the sales promotion, product quality and its brand image, the higher the consumers would had their buying decision of DBL Store products.
Keywords: sp, kp, bi, produk