PENGARUH VARIABEL PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PT. BABYLONISH GARMENT MALANG

Abstract

In this study the object to be studied is the Company PT. Babylonish Garment Malang engaged in the production of baby clothes and children. Research that has been carried out aimed at: 1) to identify and analyze the effect of product quality, price, and promotion partially on product purchasing decisions; 2) to investigate and analyze the effect of product quality, price, and promotion simultaneously on product purchasing decisions; 3) to identify and analyze variable the dominant influence on product purchasing decisions.

The approach used in this study is the quantitative approach. The population of this research is that consumers PT. Babylonish Garment during the event bazar. While the sample studied in this research were 132 respondents. There are three (3) main variables are the focus of attention of this research. The variable quality of product, price and promotion are hereinafter referred to as the independent variable independent variable. While the purchase decision variable is the dependent variable or the dependent variable. Based on the statistical test by using multiple regression analysis proved that the variable quality of the product, price and promotional significant effect partially or simultaneously on product purchasing decisions. In this study also found that the promotion variables dominant influence on product purchasing decisions.

Keywords; product, price, promotion, purchasing decisions