Pengaruh Promosi, Harga, Dan Kualitas Produk Terhadap Minat Beli Otella Drink (Studi Pada Konsumen Produk Otella Drink di Kota Malang)

Abstract

Abstract

 

This study aims to examine the Effect of Promotion, Price, and Product Quality simultaneously and partially on Purchase Interest of Otella Drink Products. This type of research is explanatory research and uses a quantitative approach method. The sampling technique used is non-probability sampling with a sample determination method using the purposive sampling technique. The population in this study is not known for sure and the sample taken was 75 respondents. This study uses primary data sources and data collection methods using online questionnaires that are shared via social media. The analysis method used is a multiple linear regression model using the SPSS version 25 data processing application. The results of this study indicate that (1) promotion, price, and product quality variables simultaneously influence purchase interest of Otella Drink in Malang City (2) promotion variables have a positive and insignificant effect on purchase interest of Otella Drink in Malang City (3) price variables have a positive and significant effect on purchase interest of Otella Drink in Malang City (4) product quality variables have a positive and significant effect on purchase interest of Otella Drink in Malang City.

 

Keywords : Promotion, Price, Purchase Quality, Purchase Interest