PENGARUH HARGA, KUALITAS PRODUK, CITRA MERK, PROMOSI DAN DISTRIBUSI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ES KRIM CAMPINA

Abstrak

This study analyzes the effect of price, promotion, and product quality on purchasing decisions for Campina ice cream in the Pekalongan Representative Office distribution area. The research population is consumers who live in the region and have consumed Campina ice cream. The sample was taken using purposive sampling method, totaling 100 respondents. The analysis used includes validity, reliability, classical assumption tests, and multiple linear regression. The regression results show that product quality, brand image, and promotion have a positive and significant effect on purchasing decisions, while price and product distribution have a positive and insignificant effect. The coefficient of determination of 0.456 indicates that 45.6% of purchasing decisions can be explained by the variables studied, while the rest is influenced by other variables not included in the study