PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Since there is a strong business competition, nowadays, and peoplelife style in Sidoarjo which related to coffee: the researcher had study which aimed to examine product quality, price and promotion on buying decision of Neira coffee shop. The rearch was categorized as causal-comparative which used quantitative approach. While, the population was consumers of Neira coffe shop at sidoarjo. Moreover, the data collection technique used incidental sampling. Furthermore, there were 100 respondents of consumers who had ever bought coffe at Neira as the sample. Additionally, the instrument used questionnaires. In (Statistical Product and Service Solution). Menwhile, the instrument testing used validity and reliability test. The research result concluded product quality had positive and significant effect on buying dicision. Likewise, promotion had positive and significant effect on buying decision. On the other hand, price had positive but insignificant effect on buying decision
Keywords: product quality, price, promotion, buying decision