Jurnal Fokus Manajemen Bisnis
Vol. 12 No. 2 (2022)

PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Rukmayanti Rukmayanti (STIE Balikpapan)
Fitriana Fitriana (STIE Balikpapan)

Article Info

Publish Date
20 Nov 2022

Abstract

The purpose of this study is to determine the effect of product quality, price, and promotion on purchasing decisions for MS Glow product. This study used primary data with a number of samples of 100 respondents. Data analysis methods used include validity tests, reliability tests, multiple linear regression analyses, and hypothesis testing. The results of the data analysis indicate that product quality  have a positive effect on purchasing decisions, promotion have a positive effect on purchasing decisions, and price have a negative but no significant effect on purchasing decisions.

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Journal Info
Jurnal Fokus Manajemen Bisnis
Website

Abbrev

fokus

Publisher

Universitas Ahmad Dahlan

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

FOKUS Jurnal Manajemen Bisnis mencakup penelitian yang berkaitan dengan: 1. Manajemen Pemasaran 2. Manajemen Keuangan dan Perbankan 3. Manajemen Sumber Daya Manusia 4. Manajemen Operasi 5. Manajemen Strategik 6. Manajemen Pengetahuan 7. Bisnis, Inovasi, Ekonomi. 8. Kewirausahaan 9. Manajemen ...