Effect of Product Quality, Price, and Promotion on Purchase Decisions

Gaeldeba Garaika; Nerika Rianda; Dyah Sugandini; Danang Yudhiantoro

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Paper

Effect of Product Quality, Price, and Promotion on Purchase Decisions

Topics: Marketing management

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management ICBEEM - Volume 1, 79-83, 2019 , Yogyakarta, Indonesia

Authors: Gaeldeba Garaika ¹ ; Nerika Rianda ² ; Dyah Sugandini ² and Danang Yudhiantoro ²

Affiliations: ¹ Sekolah Tinggi Ilmu Ekonomi Trisna Negara, Sumatera Selatan, Indonesia ; ² Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia

Keyword(s): Product Quality, Price, Promotion, Purchasing Decision

Abstract: This study aims to determine the effect of Product Quality, Price, and Promotion on the Purchase Decision of Fragrant Buds. The sampling technique used was purposive sampling with the following criteria: undergraduate students University in Yogyakarta and South Sumatera, with 200 respondents. The analysis technique used is multiple linear regression analysis and hypothesis testing using the F test together (simultaneous) and partial t- test. The results of the analysis show that the variables of Product Quality, Price, and Promotion jointly influence and significantly influence the Decision of Purchasing. Then partially, the three independent variables consisting of Product Quality, Price, and Promotion are the positive and significant effects on the purchase decision.

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Paper citation in several formats:

Garaika, G.; Rianda, N.; Sugandini, D. and Yudhiantoro, D. (2020). Effect of Product Quality, Price, and Promotion on Purchase Decisions. In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - ICBEEM; ISBN 978-989-758-471-8, SciTePress, pages 79-83. DOI: 10.5220/0009963200790083

@conference{icbeem20,
author={Gaeldeba Garaika. and Nerika Rianda. and Dyah Sugandini. and Danang Yudhiantoro.},
title={Effect of Product Quality, Price, and Promotion on Purchase Decisions},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - ICBEEM},
year={2020},
pages={79-83},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009963200790083},
isbn={978-989-758-471-8},
}

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - ICBEEM
TI - Effect of Product Quality, Price, and Promotion on Purchase Decisions
SN - 978-989-758-471-8
AU - Garaika, G.
AU - Rianda, N.
AU - Sugandini, D.
AU - Yudhiantoro, D.
PY - 2020
SP - 79
EP - 83
DO - 10.5220/0009963200790083
PB - SciTePress