PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK INDOMIE

Abstract

This research aimed to find out the effect of product quality, price, and promotion on customers’ buying decision of instant noodle Indomie. While, the population was students of School of Economics of Indonesia (STIESIA) Surabaya which had purchased and consumed instant noodle of Indomie. The research was qualitative. Moreover, the data were primary. Futhermore, data collection technique used accidental sampling, in which the sample was taken accidentally. In line with, there were 100 respondents as sample. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22. Meanwhile, the instrument testing used validity and reliability test. The research result concluded product quality had positive and significant effect on customers’ buying decision of instant noodle Indomie. Likewise, price had positive and significant effect on customers’ buying decision of instant noodle Indomie. Similarly, promotion had positive and significant effect on customers’ buying decision of instant noodle Indomie.
Keywords : product quality, price, promotion, buying decision