PENGARUH PROMOSI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HIJAB SAUDIA (Studi kasus Mashasiswi STKIP PGRI JOMBANG)

Abstract

This study aimed to examine (1) Effect of Promotion of the Purchase Decision; (2) The effect of price on purchase decisions; (3) Product Quality Impact on purchasing decisions; (4) Pengaruha promotion, price and quality of products on purchase decisions saudia hijab. This study is a quantitative research. The study population was a student STKIP JOMBANG PGRI, the sample in this study were 67 people with incidental sampling technique sampling. Methods of data collection in the form of observations, questionnaires and documentation. Data analysis method is multiple linear regression analysis and classical assumption. The results of multiple linear analysis campaign negative influence on purchasing decisions, price positive influence on purchase decisions. The influence of the quality of products on purchase decision. Effect of sale, price and quality of products on purchase decisions 0.292 and the remaining 70.8% .ditentukan by factors or other variables not examined in this study. The conclusion of this study is the simultaneous and partial sale, price and product quality positively affects the purchase decision pembeliahn saudia hijab. Suggestions related to this research is the hijab saudia can improve the promotion, price and quality of products offered.
Keywords: Promotion, Price, Product Quality, and Purchase Decision