PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA CANOE COFFEE AND BISTRO

Abstract

This research aimed to find out the effect of product quality, price, and promotion on buying decicion of Canoe Coffee and Bistro, Surabaya. The population was all customers which had ever bought at Canoe Coffee and Bistro, Surabaya. While, the data collection technique used non-probability sampling i.e. accidental sampling with the number of sample of 100 respondents. Moreover, the data were primary with questionnaires as the instrument. At this point, the questionnaires were distributed to the respondents. Furthermore, the data analysis technique used multiple linear regression. The research result from classical assumption test, which through normality, multicolonearity, heteroscedasticity, concluded all variables did not pass any determined regulations. Meanwhile, the result of proper model test, which through F test and coefficient determination, concluded this regressions model was properly used. In addition, the result of hypothesis test concluded product quality, price, and promotion had positive and significant effect on buying decision. In other words, buying decision would like to increased when there was an increase of product quality, price, and promotion.

Keyword: product quality, price, promotion, buying