EFEK PERSEPSI HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PT ALFA SCORPII BENGKONG BATAM

Abstrak

The purpose of this research was to get empirical evidence of the effects, of
perception price, promotion and product quality at PT. Alfa Scorpii Bengkong partially and
simultaneously. The range of variables of this research are price, promotion, and product
quality. This research was using quantitative data which sourced from primary data that has
been collected. The population in this research were the customers of PT. Alfa Scorpii
Bengkong, as many as 125 customers, and sample as many as 95 customers. Collecting data
was using questionnaire, hyphotesis testing was using multiple linear regression and T
Statistic test using SPSS software version 21.The result of first hyphotesis test showed that
promotion, product quality has a significant effect on purchase decisions in PT Alfa Scorpii
Bengkong, second hyphotesis test showed that quality of the product has an effect but not
significant influence purchase decisions in PT Alfa Scorpii Bengkong, and third hyphotesis
test showed that price have a significant effect on purchase decisions in PT Alfa Scorpii
Bengkong.