Analysis of the Influence of Product Quality, Price Perception and Promotion on the Purchase Decision of Custom Helmet Surabaya

Yosina, Thyrza Farizah (2022) Analysis of the Influence of Product Quality, Price Perception and Promotion on the Purchase Decision of Custom Helmet Surabaya. Undergraduate thesis, Universitas 17 Agustus Surabaya.

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Abstract

The high level of competition that exists among businesses and along with conditions of uncertainty that force companies to achieve competitive advantage in order to be able to win business competition. The number of MSME business actors who have started to emerge in recent years, especially in the city of Surabaya now, makes the competition even tighter. This study uses quantitative research methods with primary data collection techniques questionnaire with 132 samples of customers Helm Custom Surabaya and interviews and field observations. The results show that the price perception and promotion partially have a significant positive effect on purchasing decisions, while the product quality variable has no effect on purchasing decisions. Future research is expected to bring up new variables, this can be a recommendation for companies to maximize sales on their products by observing what other factors are outside of Product Quality, Price Perception and Promotion, Purchase Decisions.

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