ANALISA PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK POCARI SWEAT DI KOTA SURABAYA

Abstract

This research aimed to determine the effect of product quality, price, and promotion on the purchase decision of Pocari Sweat in the area of Surabaya. Furthermore, this research population used men and women between the ages of 17 years old until 61 years old who have ever purchased and consumed the Pocari Sweat product. This research used correlation quantitative to find out the correlation between one and another and statistically find out a significant role of each other. Furthermore, this research sample collection technique used non-probability sampling with a total number of 115 respondents. Moreover, the analysis technique used multiple linear regression with the instrument of software SPSS (Statistical Product and Service Solution) 17.0 version, while the instrumented assessment used validity test and reliability test. The result of this research showed that the variable of product quality had a positive effect on the purchase decision on Pocari Sweat product; in othet words price variable had a positive effect on the purchase decision on Pocari Sweat product, while the promotion variable had a positive effect on the purchasing decision on Pocari Sweat product.
Keywords : product quality, price, promotion, purchase decision