Pengaruh kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian pada PT SWISSA JAYA ABADI di SOHO Pancoran Jakarta Selatan

Abstract

This study aims to examine the effect of product quality, price and promotion on purchasing decisions at PT Swissa Jaya Abadi at Pancoran SOHO, South Jakarta. The research methodology used in this study is quantitative. The population in this study are consumers who purchase products from PT Swissa Jaya Abadi, with a sample size of 100 respondents. Data analysis for hypothesis testing using Multiple Linear Regression with the help of Stastical Product and Service Solution (SPSS) software version 22. Research results show that product quality and prices have a positive and significant effect on purchasing decisions, while promotions have an effect and are not significant on purchasing decisions. The coefficient of determination shows the magnitude of the influence of product quality, price and promotion on purchasing decisions of 59.4%.