Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Produk Kosmetik Madame Gie (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Product Quality, Price Perception and Promotion on Purchase Decisions for Madame Gie Cosmetic Products (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)).

Salsabila, Ridha (2023) Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Produk Kosmetik Madame Gie (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Product Quality, Price Perception and Promotion on Purchase Decisions for Madame Gie Cosmetic Products (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze and prove the influence of product quality, price perceptions, and promotions on purchasing decisions on cosmetic products "Madame Gie". This type of research is quantitative with data collection techniques using questionnaires distributed to 96 students according to the research criteria. The analysis technique used in this study is multiple linear regression analysis using the SPSS 21 (Statistical Product and Service Solution) program. The classical assumption tests used include: Normality Test, Linearity Test, Multicollinearity Test, Heteroscedasticity Test. Overall the indicators used in this study are valid and reliable. The results of the classical assumption test also show that this research is normally distributed, there is a linear relationship, free from multicollinearity and there is no heteroscedasticity. While testing the hypothesis using: t test, F test, and test the coefficient of determination (R2). Based on the findings of the analysis it can be concluded that product quality, price perceptions and promotions partially and simultaneously (together) have a positive and significant effect on purchasing decisions on Madame Gie cosmetic products. Keywords: Product Quality, Perceived Price, Promotion, Purchase Decision.

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