PENGARUH KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. NESTLE INDONESIA

Wiwi Kurnianingsih · Sugiyanto Sugiyanto

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The objectives in this study are: 1) To determine the effect of product quality on purchasing decisions at PT. Nestle Indonesia. 2) To determine the effect of sales promotion on purchasing decisions at PT. Nestle Indonesia. 3) To determine the effect of product quality and sales promotion together on purchasing decisions at PT. Nestle Indonesia. The analysis technique used in this study is a quantitative analysis technique using statistics. The population in this study is employees. With a simple random sampling technique, a sample of 130 employees was taken. The results of this study indicate that: 1) Product quality has an influence on purchasing decisions. 2) Sales promotion has an influence on purchasing decisions. 3) Product quality and sales promotion have a joint influence on purchasing decisions. Keyword: Product Quality, Sales Promotion and Purchasing Decisions

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2022Analisis Pengaruh Kualitas Produk terhadap Keputusan Pembelian di Restoran Remaja Kuring Serpong

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