PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE REALME (STUDI KASUS PADA MAHASISWA STIESIA)

Abstract

This research aimed to find out the effect of price, promotion, and product quality on the purchasing decision of Realme smartphones. Furthermore, the research population used 100 respondents who were Realme Smartphone users at the students of School of Economy Indonesia (STIESIA) Surabaya. The sample collection technique of this research used probability sampling and also with simple random sampling. Meanwhile, the analysis technique used multiple linear regressions analysis with SPSS application 25 version. The research result showed that the variables of price and promotion had positive but insignificant effects on the purchasing decision, meanwhile, the product quality had a positive and significant effect on the purchasing decision. Moreover, Prices and promotions showed an insignificant positive effect where the increase of prices and promotions would also increase customer's purchasing decisions but are not significant. In addition, product quality had a positive and significant effect on the purchasing decision because giving a good product quality would increase the customer's satisfaction and purchase decisions.
Keywords: Price, promotion, and purchase decision