PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA PEMBELI PRODUK DI DISTRO BLACKLIGHT KUDUS)

Abstract

This study aims to analyze empirically the product quality, erceived price, and promotion to purchase decision process on the buyers of products in Blacklight store Kudus. The population in this study are all consumers Blacklight store Kudus. Sampling was done by using purposive sampling method and number of samples to be rocessed into research data of 100 questionnaires. Data were analyzed using multiple linear regression model. The results showed that perceived price and promotion significant positive effect on consumer urchase decision process for purchasing products in Blacklight store Kudus. While the product quality doesn’t significantly influence purchase decision process. Keywords: Product Quality, Perceived Price, Promotion, and purchase Decision Process