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All Journal JURNAL LENTERA BISNIS
Estu Niana Syamiya
Universitas Islam Syekh - Yusuf
Economics, Econometrics & Finance Social Sciences

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PENGARUH KUALITAS, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN Aniek Widiarti; Estu Niana Syamiya; Udoh Supriatin
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1076

Abstract

The aim of this research is to determine the influence of quality, price and promotion on consumer purchasing decisions at Mustika Collection Toko Pasar Kemis, especially Nibras Clothing. The method used in this research is a quantitative method. The population of this research was 100 consumers and the research technique used simple random sampling of 80 consumers. The method used in this research uses calculations, multiple regression, descriptive statistics and hypothesis testing. The results of research on the influence of quality, price and promotion on purchasing decisions show quite good results. The results of the regression analysis of quality, price and promotion have a positive influence on purchasing decisions. The hypothesis shows that quality has a positive influence on purchasing decisions, while price and promotion have a negative influence on purchasing decisions. Keywords: Quality; Price; Promotion; Buying decision.
Co-Authors Aniek Widiarti Udoh Supriatin