Keputusan Pembelian ditinjau dari Harga, Promosi, Inovasi Produk dan Kualitas Produk

Dirwan, Dirwan
Asniwati, Asniwati

Al-Buhuts (e-journal)
Vol. 20 No. 1 (2024): Al-Buhuts

The purpose of this study was to examine the effect of price, promotion, product innovation and product quality on purchasing decisions at the Browcyl Makassar outlet center.  The population in this study were Browcyl (Banana Brownies) consumers totaling 96 people who were also used as research samples. The technique or how to determine the sample in this study using purposive sampling. The analysis used is multiple linear regression analysis. The results showed that partially price, promotion, product innovation and product quality have a positive and significant effect on purchasing decisions.