Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Konsumen di Mr.DIY Lumajang

Abstract

The Influence of Product Quality, Price and Promotion on Consumer Purchasing Decisions at Mr.DIY Lumajang. MR.DIY is a retail company operating in Lumajang. This company is a business in the household equipment retail sector by selling various kinds of household equipment products. This research aims to determine (1) the partial influence of product quality on consumer purchasing decisions at MR.DIY Lumajang, (2) the partial influence of price on consumer purchasing decisions at MR.DIY Lumajang, (3) the partial influence of promotions on purchasing decisions consumers at MR.DIY Lumajang. This research uses quantitative methods. The analytical method used is multiple linear analysis and pays attention to validity and reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing with partial tests (t test), and coefficient of determination. . The suitable sample used was 60 respondents who met the criteria for this research. The sampling techniques used were Non Probability Sampling and Accidental Sampling. The results of this research show that (1) product quality partially has no significant effect on consumer purchasing decisions at MR.DIY Lumajang, (2) price partially has a significant effect on consumer purchasing decisions at MR.DIY Lumajang, (3) promotion partially has an effect on consumer purchasing decisions at MR.DIY Lumajang.