The Effect of Product Quality, Price and Promotion on Purchase Decisions of Wuling Brand Cars

Abstract

The formulation of the research problem is whether there is an influence of product quality, price and promotion on the decision to purchase a Wuling brand car in Seberang Ulu II District, Palembang City? This research includes associative research. The research sample was 68 people using purposive sampling technique . The data collection method in this study is a questionnaire (questionnaire) and documentation i. The data analysis technique used is multiple linear regression with the F test hypothesis, t test, and the coefficient of determination. The results of the research analysis show that: 1) there is an effect of product quality, price and promotion on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 2) there is an influence on product quality on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 3 ) there is an effect of price on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 4) there is an influence of promotion on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City.