PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PT. SIRKAH PURBANTARA UTAMA

Abstract

This research was aimed to examine the effect of price, product quality, and promotion on the purchasing decision at PT. Sirkah Purbantara Utama (PT. SPU MIX). This research was quantitative withcausal-comparative research. Furthermore, the population of this research used all the contractors from acompany that had ever used PT. Sirkah Purbantara Utama (PT. SPU MIX) in using large amounts and unlimited cast-ready concrete products. The research sample was taken 98 respondents. Moreover, the sample collection technique of this research used non-probability sampling. Meanwhile, the analysis method used multiple linear regressions analysis with SPSS (Statistical Product and Service Solutions) program 25 version.The result of this research showed that price had a positive and significant effect on the purchasing decision at PT. Sirkah Purbantara Utama (PT. SPU MIX). Besides, product quality had a positive and significant effect on the PT. Sirkah Purbantara Utama (PT. SPU MIX). In addition, the promotion had a positive and significant effect on the PT. Sirkah Purbantara Utama (PT. SPU MIX).
Keywords: price, product quality, promotion, purchase decision.