PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE INSTAN MERK SEDAAP DI KELURAHAN NGADIROJO KIDUL KECAMATAN NGADIROJO KABUPATEN WONOGIRI

Abstrak

This research is motivated by the problem of product quality, price and
promotion on the purchasing decisions of consumers who consume the Sedap brand of
instant noodles in Kelurahan Ngadirojo Kidul, Kecamatan Ngadirojo, Kabupaten
Wonogiri, which is one of the factors that requires special attention because it influences
the intended consumer target and quite a few consumers question this when making
decisions. purchases of consumers who consume Sedaap brand instant noodles.The aim
of this research is to determine the magnitude of the influence of product quality (X1),
price (X2) and promotion (X3) on purchasing decisions (Y) of Sedaap brand instant
noodles in Ngadirojo Kidul, Wonogiri. In this research, data was collected using a
questionnaire method from 100 consumer respondents who consumed Sedaap brand
instant noodles in Ngadirojo Kidul, Wonogiri using the census technique method to
determine the respondents' responses to each variable. Then analysis was carried out on
the data obtained in the form of quantitative analysis including validity and reliability
tests, hypothesis tests including the F test and t test as well as the coefficient of
determination analysis test (R2) and assumption tests. The data analysis method used in
this research is multiple linear regression analysis which functions to prove the research
hypothesis.The research results show that together product quality, price and promotion
simultaneously have a significant effect on purchasing decisions by 77.6%, thus the first
hypothesis and problem formulation are tested statistically and proven if product quality,
price and promotion have a simultaneous effect on purchasing decisions and if service
quality, product completeness and location increase then purchasing decisions will also
increase.