PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA KIJANG INNOVA DI SURABAYA

Abstract

his research determines and analyzes the effect of price, promotion, and product quality on the purchasing decisions of Toyota Kijang Innova in Surabaya. The population comprises consumers of the Toyota Kijang Innova in Surabaya. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online with Google Forms to respondents. In line with that, there were 100 respondents taken as samples. Moreover, the data analysis technique used data instrument test, multiple linear regression, classical assumption test, proper model test (F-test), and hypothesis test (t-test) with SPSS (Statistical Product and Service Solution) 26. The result concludes that price has a significant effect on the purchasing decisions of the Toyota Kijang Innova in Surabaya. Likewise, promotion has a significant effect on the purchasing decisions of the Toyota Kijang Innova in Surabaya. Similarly, product quality has a significant effect on the purchasing decisions of the Toyota Kijang Innova in Surabaya.