PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI JOKOPI CABANG DINOYO SURABAYA

Abstract

This research analyzed the effect of product quality, price and promotion on the purchasing decision at Jokopi Kedai Dinoyo branch Surabaya. This research was categorize as the descriptive analysis with quantitative approach. Furthermore, the research sample was 100 respondnets who have ever done purchasing at Jokopi Kedai Dinoyo branch Surabaya which taken by purposive sampling technique. Moreover, the research data collection used questioniarre. On the other hand, the research data analysis method used multiple linear analysis with the instrument of SPSS (Statistic Product and Service Solution). The research instrument examination was validity test and reliability. The research result concluded that the variable of product quality had a positive and significant effect on the purchasing decision at Jokopi Kedai Dinoyo branch Surabaya. Therefore, the price had a positive and significant effect on the purchasing decision at Kedai Jokopi at Dinoyo branch Surabaya. As well as the promotion had a positive and significant effect on the pruchasing decision at Kedai Jokopi Dinoyo branch Surabaya.