Abstract
The purpose of the study was to analyze the effect of product quality, price perception and promotion on purchase decisions. Data collection techniques using questionnaires with a sample of 66 respondents. This study uses multiple regression analysis techniques. The results of this study indicate the quality of the product. perceived price and promotion influence purchase decisions. Product quality variable on purchasing decisions is a significant positive effect. has a standardized estimate (regression weight) of 0.328, (2) the variable price perception on purchasing decisions is a significant positive effect that has a standardized estimate (regression weight) of 0.159, (3) the variable price perception on the purchase decisions is a significant positive effect has a standardized estimate (regression weight) of 0.601.
Highlights
Purchasing decisions are very important to consider because purchasing decisions are things that are used by companies to create marketing strategies that will be carried out. Tjiptono (2020), a purchasing decisions is an act of consumers to want to buy or not to product
The purchase decision according to Schiffman and Kanuk (2014) is "the selection of an option from two or alter-native choices"
Kotler and Keller (2016) states the purchase decisions is an act of consumers to want to buy or not to product
Summary
Purchasing decisions are very important to consider because purchasing decisions are things that are used by companies to create marketing strategies that will be carried out. Tjiptono (2020), a purchasing decisions is an act of consumers to want to buy or not to product. The product quality provided by the company is the right strategy to attract the attention of consumers (Tjiptono, 2020) This is supported by Amelia (2015), Shareef et al (2008), Shaharudin et al (2011), Ackaradejruangsri (2013), Tamunu dan Ferdinand (2014), Kalicharan (2014), Okta dan Ardani (2019) research which concluded that product quality has a positive influence on purchasing decisions. The most important thing is the decision in price must be consistent with the marketing strategy and overall In this case the price of the product and the quality of the product are expected to increase sales as much as possible to give consumers a decision to buy products offered in the market. Rubber masks that have a price of rp. 15,000/box are included in the category of affordable prices on onemed brands, but with such an affordable price does not make rubber masks increase in the number of sales
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