PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LEMARI ES MEREK LG DI PT. GLOBAL ELEKTRONIK BANYUMANIK SEMARANG

Abstract

The purpose of this study was to analyze the effect of price, quality products and promotions on purchase decisions LG refrigerators. The population in this study is that consumers who make purchases on the LG brand refrigerators Global Electronics, Banyumanik, Semarang. The sample in this study amounted to 100 buyers. Is the primary data type. Methods of data collection using questionnaires. The analysis technique used is multiple regression.

Results of analysis using multiple regression showed that price positive and significant impact on purchasing decisions. Quality products positive and significant impact on purchasing decisions. Promotion positive and significant impact on purchasing decisions. Price , product quality and promotion positive and significant impact on purchasing decisions

.

Key word      :     Price, Quality Product, Promotion, Purchase Decision