PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DI DUNKIN DONUTS, KREO-CILEDUG

Abstract

The purpose of this research is to find out the influence of product quality on buying decision, the influence of price on buying decision, and the influence of promotion on buying decision. This research is categorized as explanatory research. The population of this research is customers of Dunkin Donuts, Kreo-Ciledug. The data is gathered using questionnaire which reliability and validityare tested. The research sampling uses purposive sampling with total 110 respondents. The data is analyzed using SEM-PLS. The research result shows that product quality influences buying decision, price does not influence buying decision and promotion influences buying decision.