Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Produk Sepatu Ventella ( Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis UNISMA angkatan 2018 )

Abstract

Abstract

This research was conducted at the Faculty of Economics and Business, Islamic University of Malang. The type of research used is explanatory research with a quantitative approach. The purpose of this study was to determine the effect of product quality, price and promotion on purchasing decisions. The independent variables used are product quality, price and promotion, while the dependent variable is purchasing decisions. The sample used in this study was 110 respondents who were students of the UNISMA Faculty of Economics and Business class 2018. The data collection technique used a questionnaire. The analytical method used is the instrument test, multiple linear regression analysis, classical assumption test, determination test, F test and t test using SPSS 16.0 computer software for data processing. The results of this study indicate that product quality, price and promotion have a positive and significant effect on purchasing decisions. product quality, price and promotion simultaneously affect purchasing decisions.

Keywords: Product Quality, Price, Promotion and Purchase Decision.