Pengaruh Harga, Kualitas Produk, dan Promosi Terhadap Minat Beli Gitar di RSD Kecamtan Kunir Kabupaten Lumajang

Abstract

The guitar is a stringed musical instrument that is liked by many young and old people from Spain in the 16th century. Guitars are one of the products produced and sold in one of the shops in Lumajang Regency, the RSD Music shop. This research aims to determine the influence of price, product quality and promotion on purchasing interest at the RSD Music Lumajang store. The research method used in this research is quantitative. Data was collected by distributing questionnaires to 85 respondents. The population in this study is infinite, and the sampling technique used in this research is a saturated sampling technique. In this research, hypothesis testing was carried out using multiple regression analysis techniques. After carrying out partial testing or t test, the following results were obtained: 1) price did not have a significant effect on buying interest at the RSD Music Lumajang store. 2) product quality does not significantly influence purchasing interest at the RSD Music Lumajang store. 3) promotions have a significant effect on purchasing interest at the RSD Music Lumajang store. 4) the coefficient of determination (R2) obtained was 0.556% or 55.6% of interest in returning to visit can be explained by the variables price, product quality and promotion.