PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSANPEMBELIAN SEMEN MORTAR HOLCIM DI PT BUMI PEMBANGUNAN PERTIWI CABANG SURABAYA

Abstract

This research aimed to analyze the effect of product quality, price, and promotion on the buying decision of cement mortar, Holcim. Beside, it also aiimed to find out which variable had dominant effect on the buying decision of cement mortar, Holcim The population was costumers of Holcim at PT Bumi Pembangunan Pertiwi, Branch Surabaya. While the data were primary. Moreover, the data collection technique used non-probability sampling with 100 respondents as sample. Furthermore, From the classical assumption test, the Research result concluded the test was fulfilled the criteria given. Besides, From the proper model test, it concluded the model was properly used. In addition, promotion had dominant effect from all independent variables. It meant, from t test and regressions, it concluded product quality, price, and promotion had positive and significant effect on the buying decision of cement mortar, Holcim In brief, the management of Holcim was expected to consider the product quality, price and promotion as it affected the buying decision. Besides, for further research, it expected to add more variables which were not in this research in order to wider the research, and give more update information.

Keywords: buying decision, product quality, price, promotion