PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK SUPERMI

Abstract

This research aims to determine the effect of product quality, price, and promotion on the purchasing decisions of Supermi instant noodles (A Case Study for Surabaya people). The study was applied quantitatively. The population was all consumers who bought Supermi instant noodles in Surabaya, which had an infinite population. Furthermore, the data collection technique used purposive sampling with the Lemeshow formula. In line with that, there were 100 respondents as the sample. Moreover, the instrument in the data collection technique was a questionnaire with a Likert scale. The data analysis used multiple linear regression with SPSS (Statistical Product Service Solution) 26 versions. The result concludes that product quality had a positive and significant effect on consumers' purchasing decisions for Supermi instant noodles in Surabaya. Likewise, price had a significantly positive effect on consumers' purchasing decisions for Supermi instant noodles in Surabaya. Similarly, the promotion had a positive and significant effect on consumers' purchasing decisions for Supermi instant noodles in Surabaya.