PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI UKM BAKSO KEMASAN M DAN M DI MOJOKERTO
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh variabel harga, kualitas produk dan promosi terhadap keputusan pembelian. Responden berjumlah 212 orang yang melakukan pembelian di UKM Bakso kemasan M dan M di Mojokerto. Berdasarkan hasil analisis dapat diketahui adanya pengaruh negatif pada variabel harga terhadap keputusan pembelian sebesar -6.486, sedangkan kulitas produk dan promosi terhadap keputusan pembelian mempunyai pengaruh positif sebesar 11.401 dan 2.748 pada UKM Bakso kemasan M dan M di Mojokerto
Kata kunci: Harga, Kualitas Produk, Promosi dan keputusan pembelian
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