THE IMPACT OF PRICE, SERVICE QUALITY, PRODUCT, AND PROMOTION ON PURCHASE DECISIONS AT DO'A IBU CLOTHING STORE IN RANTAUPRAPAT

ASDIAH SIREGAR, NPM 2001100020 (2024) THE IMPACT OF PRICE, SERVICE QUALITY, PRODUCT, AND PROMOTION ON PURCHASE DECISIONS AT DO'A IBU CLOTHING STORE IN RANTAUPRAPAT. Tugas_Akhir(Artikel) Social Sciences Insights Journal, 2 (3). pp. 140-149.

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Abstract

The purpose of the study is to determine the influence of price, service quality, products and promotions both partially and simultaneously on purchase decisions. This study selected a sample of 100 respondents using the slovin formula. The design of quantitative descriptive research uses multiple linear regression analysis, classical assumption test and hypothesis testing. The results show that all variable indicators meet the requirements of the classical assumption test and have good validity. The results of hypothesis testing found that price variables do not affect purchase decisions, while service quality, product and promotion variables affect purchase decisions partially and simultaneously price variables, service quality, products and promotions affect purchase decisions. Keywords: Price, Service Quality, Product, Promotion, Purchase Decision

Item Type:	Article
Uncontrolled Keywords:	Price, Service Quality, Product, Promotion, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	23 Apr 2026 06:54
Last Modified:	23 Apr 2026 06:54
URI:	http://repository.ulb.ac.id/id/eprint/2146

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