Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Pada Produk Minuman Berkarbonasi Coca-Cola (Studi Kasus Pada Toko Fajar Jaya)

Abstract

This research was conducted based on the phenomenon that occurred in the market share of Coca-Cola beverage products which experienced a significant decline in sales in the previous
year, resulting in a fairly tight competition with other carbonated beverage products. This study aims to determine the effect of product quality on purchasing decisions for Coca-Cola drinks, the effect of price on purchasing decisions for Coca-Cola drinks, and the effect of promotion on purchasing decisions for Coca-Cola drinks. The sampling technique used is purposive sampling, with a sample size of 80 respondents who have bought Coca-Cola at least once. The analytical method used is quantitative method with multiple linear regression analysis. The results of this study indicate that there is a simultaneous or partial influence between the variables of product quality, price, and promotion on Coca-Cola purchasing decisions at Fajar Jaya Lumajang store. While the value of R Square in this study is 0.811, indicating that 81% of
purchasing decisions can be described in independent variables consisting of product quality, price, advertising and brand image. While the remaining 19% of purchasing decisions are influenced by other variables not examined in this study