Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Air Minum Isi Ulang Di Kota Surakarta

The objective to be achieved by conducting this research is to determine the effect of product quality, price and promotion on the purchase decision of refill drinking water products in Surakarta City. This study also aims to jointly determine the effect of the three independent variables on the dependent variable and to find out which variable is most dominant affecting the three independent variables on the dependent variable. This type of research is quantitative research, with a population of all people using refill drinking water products that live in the city of Surakarta. Sampling used the NonProbability sampling method with purposive sampling, which is an opportunity-based sample collection technique where members of the population met with researchers and were willing to be respondents and used as samples. While the data collection technique of this study was through a questionnaire with a Likert scale. Based on the results of the SPSS calculation from the statistical test t obtained the product quality variable is known Ho is rejected t count greater than t table is a significant influence, the price variable known Ho is rejected t count greater than t table is a significant effect. The promotion variable known as Ho refusing to count greater than t table is a significant influence. From the results of the F test, Ho is rejected, meaning that together the quality of the product, price and promotion variables influence the purchase decisio