PENGARUH PROMOSI, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK APPAREL ERIGO

Abstract

This research aimed to identify the effect of product quality, price, and promotion on purchasing decisions for Erigo products. The instrument in the data collection technique was a survey. The survey was distributed through a link and directly (offline) to respondents. It was used to determine the respondents' responses which were fulfilled as a sample. The population was all consumers of Erigo Apparel products in Surabaya stores. Moreover, the population was large and infinite. Therefore, the Lameshow formula was used to sample the data. Furthermore, the data analysis technique used multiple linear regression. This was used to measure whether there were effects of independent and dependent variables or not. The result showed that service quality had a positive and significant effect on the purchasing decisions for Erigo Apparel products in Surabaya stores. On the other hand, price did not affect the purchasing decisions for Erigo Apparel products in Surabaya stores. In contrast, the promotion had a significantly positive effect on the purchasing decisions for Erigo Apparel products in Surabaya stores.