PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MATAHARI DEPARTMENT STORE KAZA CITY SURABAYA

Abstract

The emergence of new retail companies that produce different products makes companies more quickly innovate products. This makes the products circulating in the market more and more. This requires producers to be more sensitive, critical and creative towards political, socio-cultural and economic changes. The sampling technique used by researchers is non-probability sampling using purposive sampling method. According to Sugiyono 2017: 8), Based on the results of the simultaneous tests that have been carried out in this study it gives a significance of 0.000 where the value has a value smaller than 0.05 (0.000 <0.05). The decision taken is the variable Product Quality, Perceived Price and Promotion simultaneously have a significant effect on Purchasing Decisions. The results showed that the product quality variable obtained a tcount of 4.239 with a significance value of 0.000 less than 0.05 (0.000 <0.05), and a regression coefficient with a positive value of 0.624; then this study succeeded in proving the first hypothesis that product quality has a positive effect on purchasing decisions.