Pengaruh Kualitas Produk, Harga, Promosi Terhadap Keputusan Pembelian Keripik Kulit Ikan Patin

Abstract

Purpose: The aim of this research is to determine the influence of product quality, price and promotion simultaneously on purchasing decisions for catfish skin chips at Kenzie Snack MSMEs.

Methodology/Approach: This research was conducted at Kenzie Snack Patin Fish Skin Chips UMKM. This type of research is quantitative descriptive research with a survey method. Data were collected using questionnaires and processed with the help of SPSS version 21 software.

Results/Findings: Simultaneously, the research found that product quality, price and promotion had a positive and significant effect on the decision to purchase Pantin UMKM Kenzie Snack fish skin chips.

Limitations: The limitations of this research are limited time and less than optimal use of time, so that researchers are hampered in determining everything related to this research.

Contribution: This research contributes to the marketing business management of catfish skin chips products by paying attention to product quality, pricing and effective promotions to increase consumer purchasing decisions.