PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAMPU VISICOM LED DI SURABAYA BARAT

Abstract

This research aimed to find out the effect of product quality, price, and promotion on the purchasing decisions of
Visicom LED lamps in West Surabaya. The research was quantitative. Moreover, the population was consumers
who purchased Visicom LED lamps in West Surabaya. The data were primary. Furthermore, the data collection
technique used purposive sampling with the Lameshow formula. The instrument in the data collection technique
was a questionnaire. The questionnaires were distributed to 98 respondents as the sample. Additionally, the data
analysis technique used multiple linear regression with the SPSS 23 version. The result concluded that product
quality had a positive and significant effect on the purchasing decisions of Visicom LED lamps in West Surabaya.
On the other hand, the price had a negative and insignificant effect on the purchasing decisions of Visicom LED
lamps in West Surabaya. In contrast, the promotion had a positive and significant effect on the purchasing
decisions of Visicom LED lamps in West Surabaya.