Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Puding Surabaya

Abstract

In an effort to win customers for business actors in the food sector, Puding Surabaya is required to pay attention to product quality, so that the products produced or presented are in accordance with customer desires, so that they can maintain their existence in the culinary world. The purpose of this study was to determine and analyse the effect of product quality, price, and promotion on purchasing decisions for Surabaya Pudding. This study used a sample of 70 respondents who had bought Surabaya Pudding. This type of research is survey research and this research uses a quantitative approach by collecting data using a questionnaire. For data testing using validity tests and reliability tests. The analysis method uses multiple linear regression analysis with hypothesis testing, namely the F test and t test. The results of this study indicate that product quality, price, and promotion simultaneously have a significant effect on purchasing decisions, besides that not all variables partially have a significant effect, the product quality variable partially has no significant effect, while the price and promotion variables partially have a significant effect on the Surabaya Pudding decision.