PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MINUMAN SUWEGER

Abstract

This study aims to test the impact of the product quality, the promotion and the price toward the purchasing decision for the product of Suweger PT Sinergitas Indonesia Muda (the study on the customers of the Suweger at Ketintang Surabaya). The applied population of this study are customers of Suweger Ketintang Surabaya who the numbers are unknown or infinite. The technique for collecting the samples is the accidental sampling with 100 respondents. The type of the data is the primary data which are collected by distributing the questionnaires. The analysis of this study applies the multiple linear regression. The result of the classic assumption test, which is done by the normality, the multicollinearity and the heteroscedasticity, shows that the applied variables do not defy the determined requirements. On the other hand, the result of the propernes model test which is done by appliying the F test and the coefficient determination, the applied regression model are appropriate. The result of the hypothesis shows that the product quality, the promotion, and the price give significant impact to the purchasing decision. Keywords: the product quality, the promotion, the price and the purchasing decision.