Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)

Pengaruh Harga, Promosi, Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Hand & Body Lotion Nivea: Studi Kasus pada Pengguna Produk Hand & Body Lotion Nivea di Surabaya

Lilis Nurhalizah (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Siti Ning Farida (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
01 Jun 2024

Abstract

The purpose of this research is to see how much influence price, promotion, product quality has on purchasing decisions for Nivea hand & body in Surabaya. Associative research with a quantitative approach used in this research. The data taken from this research was by distributing questionnaires using gform and the number of samples taken to be used as samples was 100 respondents from all users of Nivea Hand & Body Lotion products in Surabaya who had purchased at least 1 time. Nonprobability sampling is the data collection technique used in this research. Data were processed using SPSS version 23 so that data analysis techniques included validity testing, normality testing, reliability testing, classical assumption testing, multiple linear regression analysis and hypothesis testing. The results of this research are that the price variable (X1) has no effect on purchasing decisions, the promotion variable (X2) has an effect on purchasing decisions, the product quality variable (X3) has an effect on purchasing decisions. Simultaneously the variables price, promotion, product quality influence purchasing decisions.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...