The Influence of Price, Product Quality and Promotion on the Decision to Purchase Ventela Shoes at the Schulkinder Store in Ungaran City
Keywords:
Price, Product Quality, Promotion, Buying decisionAbstract
Thesis entitled The Influence of Price, Product Quality and Promotion on the Decision to Purchase Ventela Shoes at the Schulkinder Store in Ungaran City. Using a non-probability sampling method with a sample size of 100 respondents. The data collection technique uses a questionnaire processed using SPSS version 26. Data analysis uses multiple linear regression. The results of this research show, based on hypothesis testing that price variables, product quality and promotion have a positive and significant effect on purchasing decisions. Based on partial hypothesis testing, the influence of price variables has an influence on purchasing decisions. The product quality variable has a positive and significant effect on purchasing decisions. The promotion variable has no effect on purchasing decisions. The results of the coefficient of determination (Adjusted R Square) show that the influence of product quality price and promotion on purchasing decisions is 39.4%, while the remaining 60.6% is influenced by other independent variables not included in this research
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