PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, PROMOSI  DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KONVEKSI  CV. PESONA JEMBER ID

Ananta Dwi Saputra; Hamzah Fansuri Jusuf; Tamriatin Hidayah

doi:10.31967/riemba.v2i2.1152

Ananta Dwi Saputra Institut Teknologi dan Sains Mandala
Hamzah Fansuri Jusuf Institut Teknologi dan Sains Mandala
Tamriatin Hidayah Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/riemba.v2i2.1152

Keywords: Product Quality, Service Quality, Price, Promotion, Location

Abstract

This study aims to determine the effect of product quality, service quality, price, promotion
and location in a partial and simultaneous manner on purchasing decisions on CV Pesona
Jember ID convection. The population in this study was consumers of CV Pesona Jember ID.
The sample used was 60 respondents with roscoe formula. The sampling technique used is
incidental sampling. The data analysis method uses multiple linear regression analysis with the
help of SPSS 20. Tests used by instrument tests (validity tests and reliability tests), classical
assumptions tests (normality tests, multicollinierity tests and heteroskedasticity tests), coefficient
determination tests (R2) and hypothesis testing (test and test). The results of this study show that
product quality, service quality, promotion and location have no partial effect on purchasing
decisions and prices have a partial effect on purchasing decisions, then product quality, service
quality, prices, promotions and locations have a simultaneous effect on purchasing decisions.