PENGARUH PROMOSI, PERSEPSI HARGA, INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN PRIMA COLLECTION DI BANTARGEDANG KOTA TASIKMALAYA

Abstract

This study aim to determine the effect of promotion, price perception, product innovation on purchasing decisions at a prima collection company in bantargedang tasikmalaya city. The method used is quantity with survey approach. With a consumer sampel of 100 respondents. The data analysis tool uses multiple regression equations using SPSS 20 software. The results show that promotion has a good value, price perception has a fairly good value, product innovation has a good vakue, purchase decisions have a fairly good value. Simultaneously promotion, price perception, product innovation have a significant effect on purchasing decisions.