Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Minyak Goreng SunCo

Studi Pada Toko Retail dan Grosir di Kabupaten Tabanan

Abstract

ABSTRACT

This research was conducted with the aim of knowing the effect of product quality, price and promotion on purchasing decisions, either partially or simultaneously. PT Borwita Citra Prima Bali Branch became the location of this research. Number of samples was 43 respondents who bought SunCo cooking oil at PT Borwita Citra Prima Bali Branch using non-probability sampling method which used saturation sampling technique. Data that can be processed in this research are 35 questionnaires because 8 questionnaires did not return. Data analysis technique that used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, f test and coefficient of determination test.  Results of the analysis show that product quality has no effect on purchasing decisions, price has a significant effect on purchasing decisions, and promotion has no effect on purchasing decisions. Product quality, price and promotion simultaneously effect on purchasing decisions. Suggestions that can be given are product quality must be maintained, prices must be adjusted to the expectations of consumers and consider the prices of competitor’s product, sales promotions such as free products can be given if consumers buy products in certain amount.