INFLUENCE OF PRICE, PRODUCT QUALITY, SERVICE QUALITY, AND PROMOTION PURCHASING DECISIONS DILLA PARFUME MAGETAN REFILLS

Lucky Puspitasari, Apriyanti Apriyanti

Abstract


This study aims to provide empirical evidence regarding the influence of price, product quality, service quality, and promotion on purchasing decisions of Dilla Parfume Refill in Magetan. The research employed a quantitative approach with a survey method. A total of 384 respondents were selected using the purposive sampling technique. Data were collected through a questionnaire instrument and analyzed using SPSS version 25. The findings indicate that: (1) price has a positive and significant effect on purchasing decisions, (2) product quality exerts a positive and significant influence on purchasing decisions, (3) service quality demonstrates a positive and significant impact on purchasing decisions, and (4) promotion shows a positive and significant effect on purchasing decisions.


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