Analisis Pengaruh Kualitas Produk Kesesuaian Harga Intensitas Promosi Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan (AMDK)

Abstract This study aims to determine the effect of product quality, price appropriateness, promotion intensity of purchasing decision of Air Mineral Dalam Kemasan (AMDK). The results of this study are expected to be considered by the company in developing the product quality, price competition and promotion effectiveness to make the buying decision. method of collecting data by using kuisoner. This research is a quantitative research. Population used in this research is all consumer of AMDK. The number of samples used in this study as many as 129 respondents, using Non-probability sampling, while sampling technique is purposive sampling, in the data collection by spreading the questionnaire personally and using google form. The analysis used in this research is instrument test, model accuracy test, and hypothesis test. The results of this study indicate that product quality, price adjustment, and promotion intensity have positive and significant influence directly to the decision of AMDK. Keywords : product quality, price, promotion, purchase decision