Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Keputusan Pembelian pada Brand Aulia Fashion di Kecamatan Lumajang

Abstrak

This study aims to determine the effect of price, promotion and product quality on purchasing decisions for the Aulia Fashion product brand. The population of this study is all consumers who make purchases on the Aulia Fashion brand in Lumajang district. In this study, 70 respondents were taken as samples. Determination of the sample using purposive sampling technique with the respondent's criteria are Aulia Fashion brand robe consumers in Lumajang District, have purchased Aulia fashion brand robe products in Lumajang District. The analytical tools used in this research are quantitative analysis (validity and reliability test), multiple linear regression analysis, classical assumption test (multicollinearity, heterosdastisity and data
normality), t test, f test and coefficient of determination. The results of this study explain that partially the promotion variable has no significant effect on purchasing decisions, the price variable partially has a significant effect on purchasing decisions, while the product quality variable has no significant effect on purchasing decisions. And simultaneously the variables of
promotion, price, product quality on purchasing decisions on the Aulia Fashion brand in Lumajang District.