Dampak Kualitas Produk dan Promosi terhadap Keputusan Pembelian Produk 3Second pada Mahasiswa di STIE Widya Gama Lumajang

Abstract

The purpose of this study was to determine the effect of product quality and promotion on 3Second product purchasing decisions for students at STIE Widya Gama Lumajang, both partially and simultaneously. This study examines the hypothesis which states that there is an influence of product quality and promotion on 3Second product purchasing decisions. The research method used is a multiple linear regression method. The results of the study indicate that for product quality and promotion variables have an influence on 3Second product purchasing decisions. While simultaneously there are influences of product quality and promotion of 3Second product purchasing decisions with a coefficient of determination (R²) obtained at 0,511, which indicates that 51,1% of purchasing decisions can be explained by product quality and promotion variables while the remaining 48,9% puchasing decisions are influenced by other variables not examined in this study. The limitations of this study are only examining the effect of product quality and promotion on 3Second product puchasing decisions for students at STIE Widya Gama Lumaan. While other variables that influence the puchasing decisions of 3Second product are expected to be investigated by future researchers.