THE INFLUENCE OF PRODUCT QUALITY, PROMOTION AND PRICE ON HELMET PURCHASE DECISION
Abstract
Purchasing decisions from consumers to buy an item is an inseparable part of the production results of a company. Each consumer perceives a product in a variety of ways. The impact is that marketers are required to have an effective and efficient marketing strategy so that the target potential market can be reached. Therefore, the success of the marketing strategy is determined by the company's ability to improve several elements of the marketing mix, such as product, promotion and price. The purpose of this research was conducted in order to prove that purchasing decisions for INK helmet products in the city of Surabaya can be influenced by product quality, promotion and price. There are 100 respondents involved in this research and domiciled in Surabaya. Multiple linear regression is the analytical tool. Researchers succeeded in obtaining results that the variables of product quality, promotion and price could significantly shape the purchasing decision of INK helmet products which showed partial and simultaneous results.
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DOI: https://doi.org/10.56348/mark.v2i2.57
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