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

(Studi Kasus CV. Ramkar Farm, Kota Sukabumi)

  • Anggia Yuke Shenita Universitas Budi Luhur
  • Kartini Istikomah Universitas Budi Luhur
Keywords: Product Quality, Price, Promotion, Purchase Decisions

Abstract

The purpose of this research is to know the analysis of the influence of product quality (X1), price (X2), and promotion (X3) on the purchase decision (Y) CV. Ramkar Farm, Sukabumi. For a population of 3,600 customers and taken a sample of 100 samples using Taro Yamane formula. The sampling technique used is Probability Sampling with sampling using Simple Random Sampling. The result of the above respondents answer questionnaire using Microsoft Excel 2007 software and IBM SPSS 19.0 software. The analytical tool used consisted of simple correlation analysis and multiople linier regression analysis. The regression equation formed is Y = 1.041 + 0, 350X1 + 0, 128X2 + 0, 214X. The result of this research showed that product quality and promotion partially significant effect on purchasing decision, while the variable price have no significant effect on purchasing decision.

Financial Marketing Operational Human Resources (FAMOUS) adalah jurnal peer-review yang diterbitkan dua kali setahun (Januari-April, dan September-Desember) oleh Program Sarjana Manajemen (S1), Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur. FAMOUS adalah media komunikasi dan forum timbal balik untuk karya ilmiah, terutama yang berkaitan dengan bidang Manajemen di Indonesia. FAMOUS mengundang naskah tentang berbagai topik termasuk, tetapi tidak terbatas pada, bidang Manajemen Keuangan, Pemasaran, Operasional/Produksi, dan Sumber Daya Manusia. Makalah yang disajikan dalam FAMOUS adalah tanggung jawab penulis.
Published
2018-02-01
Issue
Vol 1 No 01 (2017): Financial Marketing Operational Human Resources (FAMOUS)
Section
Articles