Analisis Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Mie Semeru

Abstract

This research aims to analyze the impact of product quality, price, and promotion on the purchasing decision of Mie Semeru. The analytical method used is multiple linear regression and statistical tests with the assistance of SPSS 21 to test the significance of the influence of independent variables on the dependent variable. The research population includes all consumers of Mie Semeru Lumajang. The sampling technique used is Nonprobability Sampling, with a total of 60 consumers participating as respondents. The results of the research indicate that product quality, price, and promotion have a positive and significant partial influence on the purchasing decision of Mie Semeru. Based on the coefficient of determination (R2) of the three independent variables, they collectively influence the purchasing decision by 73.6%. Meanwhile, the remaining 26.4% is influenced by variables not examined in this study, such as service quality, location, and others.