THE INFLUENCE OF PROMOTION, PRICE, BRAND IMAGE, PRODUCT QUALITY, AND SERVICE QUALITY ON BAGS PURCHASE DECISIONS ON ELIZABETH JEMBER

Abstract

This study aims to determine the influence of Promotion, Price, Brand Image, Product Quality, and Service Quality on the Purchase Decisions of Elizabeth Bags in Jember. The data for this study were obtained from the distribution of questionnaires to the research objects using Purposive Sampling technique. This type of research is quantitative. The respondents in this study were consumers of Elizabeth Bags in Jember who had purchased bags at least twice, with a total of 60 respondents. Data analysis in this study used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis, Coefficient of Determination (R^2) Test, t-test, and F-test. The results of this study indicate that the promotion variable has a significant influence on purchasing decisions, the price variable does not have a significant influence on purchasing decisions, the brand image variable does not have a significant influence on purchasing decisions, the product quality variable has a significant influence on purchasing decisions, and the service quality variable has a significant influence on purchasing decisions.