PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN INDOMIE PADA PT. ALAMJAYA WIRASENTOSA KABANJAHE

Abstract

This study aims to determine the effect of price, promotion and product quality on purchasing decisions. In this study, primary data was obtained by giving a questionnaire by asking a number of questions to the respondent. The number of respondents in this study were 115 people. The data analysis technique used multiple linear analysis. The value of Adjusted R Square was 56.7%. This means independent variables; price (X1), promotion (X2) and product quality (X3) can explain 56.7% on the purchasing decisions variable (Y). Meanwhile, the remaining 43.3% is explained by other factors not included in this study. Based on the results of the statistical analysis, partially shows that price, promotion and product quality have a positive and significant influence on purchasing decisions. Based on the F test it can be seen that F_hitung (50.667) > F_tabel (2.69) and the significance level is 0.000 <α (0.05). This means, simultaneously showing that there is a significant influence between price, promotion and product quality on purchasing decisions.