The Influence of Product Quality, Price and Promotion on the Purchase Decision of VIVO Smartphones in Kecamatan Tungkal Jaya

Abstract

This study aims to determine the effect of product quality, price and promotion on purchasing decisions for Vivo smartphones in Tungkal Jaya District. The population in this study is infinite, namely the people of Tungkal Jaya District. The sample was determined as many as 100 respondents who were taken by purposive sampling. The data used is primary data, while the on and data collection technique is a questionnaire. The analysis technique used is multiple linear regression, F test, T test, and analysis of the coefficient of determination. The results of multiple linear regression analysis show that there is a positive influence of product quality, price and promotion on purchasing decisions. The results of the F, test hypothesis show that there is a significant influence of product quality, price and promotion on Vivo Smartphone purchasing decisions in Tungkal Jaya District. The results of the t, test show the partial effect of product quality, price and promotion on Vivo smartphone purchasing decisions in Tungkal Jaya District. The results of the coefficient of determination obtained by the variables of product quality, price and promotion are able to contribute to purchasing decisions with a contribution of 32.4%, while the remaining 57.6% is explained by other variables not included in this study.