PENGARUH KU ALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KARTU SIMPATI

Abstract

This research aimed to find out and analyze the effect of product quality, price, and promotion on buying decision of simpati card at students of STIESIA Surabaya. While, the research was quantitative. Moreover, the population was 100 students of STIESIA Surabaya. Furthermore, the data were primary. For the instrument in data collection technique, it used questionnaires. In line with, the questionnaires were directly distributed to the respondents who had ever used the simpati card. In addition, the data analysis technique, used multiple linear regression, classical assumption test with normality test, heteroscedasticity, multicollinearity, and auto-correlation test in order to have complete description of the effect of product quality, price and promotion on the customers’ satisfaction. The research result concluded as follows (1) product quality had significant effect on buying decision of Simpati card, (2) price had significant effect on buying decision of Simpati card, (3) promotion had significant effect on buying decision of Simpati card. In conclusion, based on the research result, the hypothesis was accepted. Itu berarti jika pelanggan puas dengan kualitas produk kartu simpati maka otomatis akan mencipatakan keputusan pembelian.
Keywords: Product Qualit, Price, Promotion, Buying Decision, Simpati card