PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP MINAT BELI MASYARAKAT PADA STORE COSMIC CABANG DI SURABAYA (Studi Kasus Pada Masyarakat di Surabaya)

Abstract

This research aimed to find out and develop the effect of price, promotion, product quality and buying interest at Cosmic Surabaya Branch. While, the population was consumers who had ever bought cosmic products at its outlet, Surabaya. Moreover, the data collection technique used non-probability sampling. In line with, there were 100 people as sample. Furthermore, the data analysis technique used multiple linear regression with SPSS. The research result concluded price (P), promotion (P) and product quality (QP) were independent variables. Meanwhile, the dependent variable was buying interest (PI). Besides, the instrument used validity and reliability test. Additionally, the result was supported by level of multiple determination coefficient of 55.6%. It indicated price, promotion, and product quality had contributed simultaneously and sufficiently on buying interest in Cosmic Surabaya Branch. In addition, the variables partially affected buying interest at cosmic outlet, Surabaya. In conclusion, the model was properly used to be continued in the next analysis.
Keywords: price, promotion, product quality, buying interest