PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pelanggan Cafe Mr. K Semarang)

Abstract

This studyaimed to examine the effect of Product Quality, Perceived Price, and Promotionof the buying decision. The population used in this study are all customers Café Mr. K Semarang. In this study, sampling was done by waiting for consumers who are conducting the visit and also the consumer has completed a visiting Café Mr. K as well as those who are willing to be the respondent. By using a random sampling method. Respondents amount 100. Techniques of analysis using multiple regression method which previously tested the validity and reliability test. In addition, this study also uses statistical test F and the coefficient of determination. The latter hypothesis test using t test. The results showed that the variables of Product Quality and Promotion positive and significant impacton the purchase decision. While the price perception variable significant negative effecton the purchase decision.

Keyword: Product Quality, Perceived Price, Promotion and Purchase Decision