Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Air Minum Isi Ulang

This study aims to analyze the effect of product quality, price and promotion on purchasing decisions for refill drinking water products. The sample in this study is that all Surakarta city residents who are consumers of refill drinking water products or people who live in Surakarta city who have purchased refill drinking water products. While the sampling technique used in this study is non probability sampling with a type of purposive sampling which is a sampling technique based on certain criteria on respondents. Based on the method and sampling technique obtained as many as 143 respondents who fit the criteria. The data collection method used is by distributing questionnaires or questions to respondents. The data analysis technique in this study is the research instrument test (validity and reliability test), classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), model accuracy test (coefficient of determination test (R²), and F test) and test hypothesis (regression coefficient and t test). The results of this study indicate that product quality, price and promotion have a positive and significant influence on purchasing decisions for refill drinking water products