PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to analyze and find out the effect of product quality, price, and promotion on consumers’
purchasing decisions of Somethinc products (A Case Study at Students of STIESIA Surabya). The independent
variables were product quality, price, and promotion. While the dependen variable was consumers’ purchasing
decisions. The research was quantitative. Moreover, the data collection technique used non-probability sampling.
The sampling did not give the same chance or opportunity for the member of the population to be taken as a sample.
In live with that, there were 89 respondents as the sample. Furthermore, the instrument of the data collection
technique used questionnaires. The data analysis technique used multiple linear regression with SPSS (Statistical
Product and Service Solution) 23. The result concluded that the perception of product quality had a positive and
significant effect on consumers’ purchasing decisions. Likewise, the price had a positive and significant effect on
consumers’ purchasing decisions. Similarly, the promotion had a positive and significant effect on consumers’
purchasing decisions.