Pengaruh Harga, Promosi, dan Kualitas Prodek Terhadap Keputusan Pembelian Lezza Chicken Nugget di Toko Berkah Abadi Lumajang

Abstract

This study aims to determine and test the effect of price, promotion and product quality on purchasing decisions of Lezza chicken nuggets at Berkah Abadi Lumajang Store. The method in this study uses quantitative methods. The data used in this study were obtained from distributing questionnaires to consumers and visitors to the Berkah Abadi store. Determination of the sample in this study using nonprobability sampling, namely purposive sampling with a total sample of 80 respondents. The data analysis method used is multiple linear analysis which aims to obtain a comprehensive picture of the relationship between variables after being tested both partially and simultaneously. While the classic assumption test used is the normality test, multicollinearity test, and heteroscedasticity test. So the test results in this study indicate that price and product quality have a positive and significant effect on purchasing decisions, while the promotion variable does not have a significant influence on purchasing decisions. the coefficient of determination (R²) obtained a result of 0.421 purchasing decisions which can be explained by price, promotion, and product quality variables.