THE EFFECT OF PRODUCT QUALITY AND PROMOTION ON PURCHASE DECISION THROUGH PRICE AS AN INTERVERNING VARIABLE ON SAMSUNG HP PRODUCTS
IN MOJOKERTO CITY
1Firdaus Arinal Haq Putra Rosion, 2Bambang Raditya Purnomo
Abstract
The purpose of this study is to analyze the Influence of Product Quality and Promotion on Purchasing Decisions Through Price as an Interverning Variable on Samsung HP Products in Mojokerto City. The sample of this study was 400 people using total sampling.
The First Hypothesis Product Quality affects Purchasing Decisions with an estimate regression weights value of ,4203083, standard error 1.1391517, critical ratio (t-count) 3.3689661 then the significance value of probability (P-value) 0.021 <0.05. Second Hypothesis Promotion influences Purchasing Decision with an estimate regression weight value of 1.5569398, standard error of 3.3024166, critical ratio (t-count) of 5.4714547 and a significance probability value (P-value) of 0.000 <0.05. The Third Hypothesis Price affects the Purchasing Decision with the value of estimate regression weights ,3840032, standard error 2.4050635, critical ratio (t-count) 2.1596645 then the value of significance probability (P-value) 0.031 < 0.05 The Fourth Hypothesis Product Quality affects the Price with the value of estimate regression weights ,3852012, standard error ,2551039, critical ratio (t-count) 1.9099781 then the value of significance probability (P-value) 0.041 < 0.05. Fifth Hypothesis Promotion affects Price with an estimate regression weights value of 1.2849303, standard error ,2703841, critical ratio (t-count) 4.7522409 then a significance probability value (P-value) of 0.000 <0.05. Sixth Hypothesis Product Quality affects Purchasing Decisions through Price with an estimate regression weights value of 0.35842, standard error 0.41517, critical ratio (t-count) 2.3779661 then a significance probability value (P-value) of 0.028 <0.05. Seventh Hypothesis Promotion affects Purchasing Decisions through Price with an estimate regression weights value of 0.479786, a standard error of 4.26420, a critical ratio (t-count) of 4.3689661 and a significance probability value (P-value) of 0.004 <0.05