Pengaruh Kualitas Produk, Promosi dan Harga terhadap Keputusan Pembelian Variasi Audio Mobil di Subur Audioworkshop Purwokerto

Akbar Rakhman • Muji Rahayu, Tri Septin
Journal article Media Ekonomi Universitas Muhammadiyah Purwokerto • Januari 2014

Unduh teks lengkap
(Bahasa Indonesia, 10 pages)

Abstrak

This study aimed to analyze the effect of product quality, promotion, and price in the purchasing decision on car audio variations at consumer Subur Audioworkshop Purwokerto either partially or simultaneouslly. Methods used in sampling is sampling purposive sampling based on consideration for adjusting the criteria in order to improve the accuracy of the study sample. The analytical method used was multiple linear regression with the significant level (a) of 0, 05. Results of this study showed that the quality of products significantly influence consumers' purchasing decisions, with significant value of 0,000 is less than 0,05. Variable promotion significantly influence consumers' purchasing decisions, with significant value of 0, 00 1 is less than 0, 05. Variable quality product significantly affect the purchasing decisions, with significant value of 0,000 is less than 0,05. Variable quality products, promotions and prices simultaneously influence the purchasing decisions of consumers, with a significant value of 0, 000 is less than 0, 05. Keywords: Quality of Product, Promotion, Price and Purchase Decision.

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Jurnal

Media Ekonomi Universitas Muhammadiyah Purwokerto

Media Ekonomi merupakan jurnal terbitan berkala yang dikeluarkan oleh Fakultas Ekonomi dan Bisnis... tampilkan semua