Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Tabungan Emas Pegadaian ( Studi Kasus di PT Pegadaian Cabang Kalimalang)

Yoga Abdi Perdana, Ai Netty Sumidartiny

Abstract


This research was conducted to find out how the influence of product quality, price and promotion on the decision to buy gold savings at the Kaliamalang branch pawnshop. This study uses a quantitative approach. Data collection techniques were carried out by distributing questionnaires. The population of this research is the customer of the Gold Savings Pegadaian Kalimalang Branch. The number of samples in this study were 100 people. Each respondent was given 33 statements using a Likert scale. The results of data processing show that the average respondent's response to the average product quality is included in the Agree category, the average price is included in the Agree category, the average promotion is included in the Agree category and the average Purchase Decision is included in the Agree category. Based on the results of the analysis, it is known that Product Quality, Price and Promotion together have a significant influence on the Gold Savings Purchase Decision at the Kalimalang Branch Pawnshop, with the percentage of effect only 79.4% while the remaining 20.6% is influenced by other factors that are not observed in this study


Keywords


Product quality, Price , Promotion, and Purchasing Decision

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DOI: https://doi.org/10.31334/jambis.v2i6.2792

DOI (PDF): https://doi.org/10.31334/jambis.v2i6.2792.g1243

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