PENGARUH PROMOSI, PERSEPSI HARGA, INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN PRIMA COLLECTION DI BANTARGEDANG KOTA TASIKMALAYA

Arman Maulana (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Perjuangan Tasikmalaya)
Budhi Wahyu Fitriadi (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Perjuangan Tasikmalaya)
Arga Sutrisna (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Perjuangan Tasikmalaya)

JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi
Vol 1 No 4 (2022): Oktober 2022

This study aim to determine the effect of promotion, price perception, product innovation on purchasing decisions at a prima collection company in bantargedang tasikmalaya city. The method used is quantity with survey approach. With a consumer sampel of 100 respondents. The data analysis tool uses multiple regression equations using SPSS 20 software. The results show that promotion has a good value, price perception has a fairly good value, product innovation has a good vakue, purchase decisions have a fairly good value. Simultaneously promotion, price perception, product innovation have a significant effect on purchasing decisions.