PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG PADA PT MULTI MEDIA PERSADA

Authors

  • Virgin Maria Setitit Program Studi Manajemen, Universitas Katolik De La Salle Manado
  • Ivonne Angelic Umboh Program Studi Manajemen, Universitas Katolik De La Salle Manado
  • Patricia G. J. Petrus Program Studi Manajemen, Universitas Katolik De La Salle Manado

Keywords:

Price, Promotion, Service Quality, Purchase Decision

Abstract

The research aims to analyze and determine the influence of price, promotion and service quality on the decision to purchase Samsung cellphones at PT Multi Media Persada. This research is a type of quantitative method research using questionnaire data distributed to customers at PT Multi Media Persada, management of questionnaire data. The results of the t test show that variable X1,
namely price, X2, namely promotion, and variable x3, namely service quality, have a partially significant influence on variable Y, namely purchasing decisions. Meanwhile, the F test states that perceptions of price, promotion and service quality have a significant influence simultaneously on purchasing decisions

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Published

2024-04-30

Issue

Vol. 21 No. 1 (2024)

Section

Articles