Effect of Promotion, Price and Product Quality Toward Buying Decision
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Abstract
This study examines and analyzes the effect of promotion, price and product quality on buying decisions in PT. Bintang Agung Sukses, a company engaged in the distribution of consumer goods. This research uses the explanatory research method. The number of customer populations is 167 stores and individuals, with the calculation of the Slovin formula, a sample of 118 respondents was determined. The instrument used to conduct this research is a questionnaire which will first be tested for validity and reliability and then will test the quantitative sample data first using multiple regression. The results of processing simultaneously and partial promotion, price and product quality affect the buying decision at PT. Bintang Agung Sukses with the amount of variation that can be explained is 36.1% and the remaining 63.9% is explained by other factors
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