ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN HP SAMSUNG DI KOTA SEMARANG)

Abstract

Consumer needs and desires vary as a guide for any company to design the right marketing strategy in order to meet the expectations of every consumer. The purpose of this study was to analyze the influence of the quality of products, promotions, and pricing of the Samsung handphone purchasing decisions. The sampling technique in this study using this type of accidental sampling method with the number of respondents as many as 100 people. The data were analyzed using the validity test using Pearson Correlation and reliability tests with Cronbach alpha. Further tested by multiple linear regression analysis. The results of the research are: (1) The product quality has positive influence on purchase decisions. (2) Promotion of positive influence on purchase decisions. (3) Prices positive influence on purchasing decisions. Keywords: quality of product, promotion, pricing and purchasing decisions