Pengaruh Promosi, Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen Klinik Kecantikan di Palembang

Abstract

Community needs are increasing along with the times and technology. Society has started to think about the need for appearance, beauty and so on. The phenomenon that exists is that most people think women look beautiful if their appearance is maintained and their faces are clean. The purchase decision begins with the presence of influencing factors such as high promotion rates, good product quality, and appropriate prices. The purpose of this study was to analyze the effect of promotion, product quality and price on consumer purchasing decisions at Beauty Clinic Palembang. This type of research is descriptive quantitative to see the factors that are tied to consumer purchasing decisions with a direct survey research design by giving a questionnaire. The population of this research is 710 consumers. The sampling technique uses the Slovin formula. The data collection technique used a questionnaire which was distributed to 256 respondents as a sample. The results showed that promotion, product quality and price had a positive effect on consumer purchasing decisions (prob = 0.000 <0.05). Promotion has a positive effect on consumer purchasing decisions (prob=0.000 <0.05). Product quality has a positive effect on consumer purchasing decisions (prob=0.000 <0.05). Price has a positive effect on consumer purchasing decisions (prob=0.000 <0.05). The conclusion of this study states that product quality has the highest effect on purchasing decisions.